Rupert Murdoch‘s News Corp will acquire social video advertising platform Unruly for up to $176 million, the company said Wednesday.

“Unruly is a feisty and creative company with a start-up sensibility that fits perfectly with our own approach to developing businesses in the digital age,” said News Corp CEO Robert Thomson.

“The acquisition will serve as a catalyst for our brands, helping to extend our expertise in the digital and mobile video area, whether through the fast-growing realtor.com in the US, Fox Sports in Australia, News America Marketing, HarperCollins Publishers, or our market-leading mastheads around the world,” he added. “Unruly complements our traditional editorial and commercial expertise with contemporary insight into how people read, watch, buy and sell in the digital era.”

Led by Unruly’s three co-founders, the business will operate as a separate business unit, reporting to Rebekah Brooks, CEO of News UK.