News Corp. announced Wednesday the creation of a private programmatic advertising exchange to allow advertisers to purchase ads on its websites, including WSJ.com and NYPost.com. The private ad network, dubbed News Corp. Global Exchange, will help the publishing behemoth control ad unit prices for more premium content sites such as the Wall Street Journal and to protect its audience data from third-party ad networks. News Corp. is working with Rubicon Project to support the new exchange.

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