News International and News Corp in behavioural targeting move

Rupert Murdoch’s News International is investigating working with News Corp sites such as Sky and MySpace, to create a behavioural targeting network across its properties.

The creation of such a network would allow News International titles, such as The Times and The Sun to share data on reader behaviour and enable brands to target across both News Corp’s and News International’s sites.

Martin Corke, head of digital strategy at News International said, “We’re reviewing the opportunities within our own organisation to offer behavioural targeting, across say Sky, MySpace and Fox. It makes sense as we’ve got so many strong sites.”

“We’re looking at it as an opportunity as long as it makes sense to advertisers,” added Corke.

News International titles The Sun and The Times partnered in December 2007 to offer targeted advertising across their sites (nma 6 December 2007).

For more on this story see this week’s new media age magazine.

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