News Corp to sell Unruly to Tremor

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Video ad tech firm Tremor International Ltd. has agreed to buy Unruly from Rupert Murdoch’s News Corp.

The Unruly sale “marks an important step in our strategy of simplification.” News Corp CEO Robert Thomson said in a statement.

Unruly was acquired by News Corp in 2015 for a reported $90 million in cash to aid the traditional publisher’s digital video advertising business. Five years later, News Corp is offloading the unprofitable business for a small stake (6.91%) in Tremor and a board seat for News Corps’s Rebekah Brooks, the former Sun and News of the World editor.

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She is expected to join the Tremor board along with Unruly CEO Norm Johnston. The deal puts News Corp’s stake at around just $25 million based on Tremor’s market capitalization of $363 million, according to Sky News.

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