UnrulyNews Corp is spending $175M to acquire Unruly Holdings Ltd, London-based social video ad platform with regional hubs in New York and Singapore.

The deal will extend the digital/mobile video expertise of the newspaper publisher of the Wall Street Journal, New York Post, The Sun, Times of London and The Australia and owner of HarperCollins Publishers.

"Unruly complements our traditional editorial and commercial expertise with contemporary insight into how people read, watch, buy and sell in the digital era," said a statement from Robert Thomson, CEO.

Rebekah Brooks, CEO of News Corp UK will oversee Unruly, which has 200 staffers working for clients such as Renault, Dove, T-Mobile and Evian.