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News Corp.'s Fox launching LatAm online ad network
2008-05-19
News Corp. is pooling some of its Web sites, including the newly acquired Wall Street Journal properties, to better sell financial ads targeting Latin America. It is the latest traditional media company to launch an ad network for helping Web sites sell higher-priced ads targeted to specific audiences, such as parents or travel enthusiasts, keeping brand-name advertisers from fleeing to larger Internet companies like Google Inc. and Yahoo Inc. The new "Worthnet.Fox" network, announced Monday, will be anchored by News Corp.'s Fox International Channels. Participants include Web sites for The Wall Street Journal, Barron's and MarketWatch, all of which News Corp. acquired through its December acquisition of Dow Jones & Co. Ads sold through the network will target online consumers of financial news and investment advice, with a focus on audiences in Latin America. Other recently launched media ad networks include the lifestyles-focused Martha's Circle from Martha Stewart Living Omnimedia Inc. and a collection of hundreds of independent financial blogs assembled by the online unit of Forbes Inc.
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