Fox Interactice Media (NWS-A) has acquired interactive advertising technology company Strategic Data Corp. to improve its advertising platform for marketers and its memebers, said a report from Reuters.
News Corp. said that the purchase of Strategic Data Corp. will aid it in delivering "performance-based" ads to the billions of pages it has in its network.
The reason for the acquisition, is that with the diverse properties which Fox Interactive owns, it has a fast-growing member base - along with the traffic that comes with it - making it hard to keep up with targeting the right users. The massive and diverse audience they attract makes it extemely complicated to reach them in any meaningful way.
Strategic Data has a technology that can help Fox to put ads together with those 
users that would be most interested in viewing and responding to them.
Fox has been using some third-party sources for targeting, but has been working on bringing all in-house, evidently the motivation behind the purchase of the company.
Comment Preview