News Corporation to Buy Unruly for Up to $176 Million

News Corporation announced that it was buying Unruly, a video ad technology company, in a deal worth up to $176 million that underscores the publishing company’s continued push to remake itself for the digital age. Founded in 2006, Unruly offers advertising products that help predict the popularity of videos across social and digital media, and also deliver targeted mobile and video ads.

Robert Thomson, chief executive of News Corporation, said that Unruly’s expertise in digital and mobile video would benefit companies under the News Corporation umbrella, including HarperCollins Publishers and Realtor.com. Unruly will operate as a separate business group and report to Rebekah Brooks, who in September returned to News Corporation as chief executive of the company’s British media operation, called News UK.