London-based digital ad tech company Unruly, which sells video ad tech including services to track and step up engagement, is to be acquired by global media conglomerate News Corp in a deal worth up to £114 million ($176M), it was announced today.

The purchase price breaks down to an expected cash payment of £56 million upon the acquisition’s closing — with a further payment of up to £56 million in “future consideration primarily related to payments contingent upon the achievement of certain performance objectives”.

The deal is subject to “customary closing conditions” and is expected to be completed by the end of September. Unruly, which was founded back in 2006, has some 200 employees in 15 locations around the world at this point. Since 2012 it’s taken investment from Amadeus Capital Partners, Endeit Capital and BGF (Business Growth Fund).

In its press announcement today, News Corp’s CEO Robert Thomson, said the acquisition is aimed at making more of the media giant’s existing editorial content, including on mobile devices. “The acquisition will serve as a catalyst for our brands, helping to extend our expertise in the digital and mobile video area,” he said. “Unruly complements our traditional editorial and commercial expertise with contemporary insight into how people read, watch, buy and sell in the digital era.”

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