With digital media continually evolving, News Corp Australia is looking for innovative ways to work with advertisers.
Speaking as part of PubMatic’s Leading Through Change series, News Corp Australia GM, commercial operations Jason Denny explained that Prebid is one way in which the media company is expanding its offering.
“Prebid is increasingly becoming a core part of our ad serving stack at News Corp Australia,” he said.
“We’ve recently expanded our Prebid footprint into an app across Google AMP pages and video.”
Looking to the future, Denny explained that News Corp Australia is preparing to streamline its ad technology stack to achieve results.
“In the short term, the future of header bidding for News Corp is reducing the number of partners that we have within our ad technology stack. There will also be a heavy focus on ad quality metrics,” he said.
He added that Prebid will continue to play a role beyond the recent partnerships.
“Looking to the longer term, there’s a growing importance on Prebid to serve our needs, especially around identity and ad serving, not to just supplement our ad stack but to become the core of our ad stack, core to identity audience and contextual targeting.
