News Corp to 'accelerate' programmatic

News Corp to 'accelerate' programmatic
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News Corp Australia has promoted Cameron King (pictured) to lead its programmatic capabilities as the company’s new commercial head of platforms and products.

Neil Robinson, News Corp Australia’s digital director of sales and strategy, said the company has a developed a strong programmatic trading offering over the past few years and is ready to ramp it up.

“We are now well placed to accelerate our offer to market and provide our customers with greater time efficiency and transparency on real time delivery in order to increase our share of this rapidly growing market,” Robinson said.

According to SMI data, the automated trading market equated to 10% of all digital revenues in financial year 2013 with an increase to almost 12% in FY14. News Corp’s announcement comes as a small consortium of specialist businesses, including IPG Mediabrands’ Cadreon division,  today reveal plans to sell digital out-of-home inventory programmatically.

King’s current role as head of commercial innovation will expand to include management of News Corp Australia’s automated trading platform. The company’s programmatic trading provider is the Rubicon Project.

King said the industry is embracing programmatic at a “rapid pace” and recognising the “clear benefits” it provides.

“News Corp Australia is building a strong position in data and combined with the smart use of programmatic technology, I’m confident we will continue to be a leading way for brands looking to engage with targeted audiences at mass. In addition to further advancing commercial innovation across platforms, I look forward to leading our efforts in the programmatic space.”

King first joined News Corp Australia in 2008 as digital ad products manager and was promoted to head of ad products and pricing in 2011. He has been head of commercial innovation since 2012.  In his expanded role King will report to Robinson.

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