News Corp. To Buy Social Video Ad Platform Company Unruly Holdings

News Corp. said on Wednesday it was buying social video ad platform company Unruly Holdings Ltd. for 58 million British pounds, or about $90 million, in cash. The deal also includes potential payments of up to 56 million pounds, or about $86 million, if certain performance objectives are achieved. Through its video distribution platform and video-sharing tracking capabilities, Unruly uses historic sharing behavior to predict the potential for video ads to go viral. New Corp. expects its business unit, such as realtor.com, Fox Sports and HarperCollins Publishers, to begin offering Unruly products to their advertising partners in the coming months. News Corp.'s stock, which was still inactive in premarket trade, has lost 8.9% over the past three months, while the S&P 500 has declined 5.6%. MarketWatch, the publisher of this report, is owned by News Corp. unit Dow Jones.