News Corp is extending its grasp on both sides of programmatic with a $10 million investment in adtech company AppNexus.

News $10 million is part of a $31 million strategic investment round with new and existing strategic partners, and will mean closer links with video advertising technology company Unruly, which News bought last September.

As part of the partnership with News Corp, AppNexus' full suite of technology products are being made available to News Corp's businesses - several of which already employ the AppNexus SSP and Yieldex Analytics - including Dow Jones, News UK, and News Corp Australia.

President Michael Rubenstein says AppNexus is "deeply honoured" to partner one of the world's great media and information services companies: "Today's announcement signals our joint commitment to innovation over the long term. As News Corp accelerates its digital expansion, AppNexus will provide leading-edge technology," he says.

At News Corp, senior vice president and head of business and corporate development David Brinker says News was continuing to form strategic partnerships with leading technology companies: "As individual businesses in our company started adopting AppNexus products into their technology stack, we gained further appreciation for their services. We are pleased to invest in AppNexus as we continue our partnership across our news, real estate and technology assets."

Today's announcement augments AppNexus' existing relationship with Unruly, under which buyers and sellers of outstream inventory enjoy both the reach of AppNexus' video buying platform and the scale of Unruly's viewable video SSP, UnrulyX. Unruly and AppNexus will also look to grow the market for vertical video formats.

Headquartered in New York City, AppNexus employs more than 1000 in offices spanning five continents.