Los Angeles – News Corp. (NYSE: NWS) is in talks to combine its Fox
Audience Network (FAN) online ad unit with online ad firm The Rubicon Project,
according to reports.
Both PaidContent and The Wall Street Journal cite sources
saying that News Corp. would take an equity stake in the combined entity, after
announcing last month that it instead planned to combine FAN with MySpace.
reported deal would see FAN’s technology and a number of employees move to
Both FAN and Rubicon Project are based in Santa Monica, Calif.
told PaidContent a prospective deal with Rubicon was more appealing than a
combination of FAN with MySpace to News Corp. because "it gives News Corp.
an instant boost in terms of technology going forward and avoids duplicative
duties within MySpace with respect to staff."