Rupert Murdoch's News Corp is aiming to increase the value of advertising across its newspaper websites, including the Sun
in the UK and the Wall Street Journal
, by launching a private digital exchange to sell directly to advertisers.
move, which comes weeks after the Sun joined the ranks of Rupert
Murdoch's titles in moving behind a digital paywall, will cut out the
use of third-party ad networks which sell online ad space on the cheap.