News Corp., publisher of the Wall Street Journal, the New York Post and other newspapers around the world, plans to create a private exchange for selling ad space on its websites, breaking ties with third-party networks.
The service, which will debut in the coming weeks, will let advertisers buy space on more than 50 websites, including the online home of the Journal, the Post, the U.K.’s Times, the Australian and MarketWatch.com, according to a statement today.
The move mirrors others by digital publishers, whose online ad rates have been hurt by bidding exchanges capitalizing on an overabundance of ad inventory. The Wall Street Journal already had been using a private online exchange.
News Corp., which was spun off from Rupert Murdoch’s more lucrative entertainment assets in June, is seeking ways to wring more revenue from online advertising. By eschewing third-party services, the company can prevent its properties from becoming commodities, Chief Executive Officer Robert Thomson said in the statement.
“The only way to reach the world’s greatest content and the most prestigious and lucrative audiences is directly through our digital properties,” Thomson said. “Third parties are no longer invited to the party.”
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