Unruly is expected to continue to operate independently that is separate from Shoreditch However, it will be reporting to Rebekah Brooks who was recently named the chief officer for News UK.
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“Being part a larger, passionate, purposeful team really excites us,” Sarah Wood co-founder and chief director of Unruly spoke to Wired. “The team’s culture was solid. This team of employees is enthusiastic and of such a high standard that we truly felt we’d have fun working with them.”
The company was founded in 2006 and Unruly says it has accumulated 2 trillion views, and a daily viewership in the range of 1.36 billion. The software is able to determine the popularity of a video , and also provide mobile video ad formats to news feeds as well as social feeds. Past users comprise Dove, T-Mobile, Evian and Renault.
Wood added. Wood. “We felt that the combination that our cutting edge technology and News Corp’s top quality content and premium media was really going to help us live out on our mission and deliver our values and our vision.”
In a statement, News UK chief executive Rebekah Brooks stated that the company is eager to work in conjunction with “one of Europe’s most highly regarded tech teams”.
News Corp plans to sell Unruly’s services to its partners in advertising in the near future. This latest acquisition follows the acquisition from Storyful as well as The Rubicon Project.
