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News Corp-owned advertising platform Unruly sets shop in India


News Corp-owned video ad tech company Unruly has launched its presence in India and has setup offices in New Delhi and Mumbai,  reports Advertising Age. The launch was led by Unruly’s commercial director for ASEAN and India, Vijay Kunduri, who claimed the company worked for a year to customize its toolset for the local marketplace.

Unruly has run video campaigns in India since 2007 and claims to have delivered over 130 video campaigns for brands such as Intel, Unilever, Diageo etc., but remotely, from offices in North America, Singapore and Europe. The company mentions that with its India offices, local brands and agencies will get access to unique data sets, polite ad formats and media titles like The Wall Street Journal, News18 and India.com.

As of now, Unruly offers advertising products like Unruly X for outstream video, EQ a content evaluation tool and Activate a programmatic video platform with features like native ads, a brand safety and anti-fraud system, pixel-based tracking, etc. The company also offers various kinds of insights like the ‘emotional trend of video advertising’ through an interactive platform for real-time analytics.

Note that News Corp had acquired the London-based Unruly last year for $176 million. At the time of acquisition, News Corp’s CEO Robert Thomson, said that “Unruly complements our traditional editorial and commercial expertise with contemporary insight into how people read, watch, buy and sell in the digital era,” and that the acquisition would “help to extend our expertise in the digital and mobile video area.”

Fork Media acquisition: Last month Fork Media, a Mumbai-based advertising technology firm, acquired 51% stake in Inuxu Digital Media Technologies, an adtech company, post which Inuxu would launch its products in Southeast Asia. Fork Media claims to have publishers like HT Media, The India Today Group, The Hindu, and The Daily Mail on board its platform.

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