The decision to create the blanket private exchange across News Corp's titles also comes as the publishing conglomerate was spun off in June from the original News Corp. (note the "period" at the end of the former company's name) into two separately-traded public entities.
The entertainment division that used to be part of News Corp. is now known as 21st Century Fox, holds the Fox broadcast network and movie studio, as well as the cable channel Fox News and a sports network. The new News Corp retains the WSJ, the New York Post, the Times of London and other newspapers in the UK and Australia. It also included the online-only financial news site MarketWatch and BallBall, a recently released mobile app and website showcasing European football highlights in Japan, Indonesia and Vietnam.
Splitting the company into what is largely a collection of ad supported publishing businesses spread out across the globe also meant that there was a more coherent array of titles that could easily have its audiences segmented for online advertising.
"We started to get interest from advertisers in targeting specific audience segments in specific markets," Clayman said. "Those audiences are hard to capture for a particular publication. As you begin to gather those audiences and apply third party data, such as a tight demographic in a few distinct geographies to those audiences, it starts to become pretty valuable.
The expansion of News Corp's relationship with Rubicon goes beyond the WSJ Audex in the sense that at least on a small level, that publication's programmatic strategy satisfied the powers that be there. The ties between Rubicon and News Corp were solidified when Murdoch and company sold its Fox Audience Network to Rubicon in exchange for a 19.9% equity stake in the exchange operator.