News Corp.’s BSkyB is expanding into the online advertising sector with the purchase of online sales agency Aura Sports by Sky Media, its ad sales division. This is Sky Media’s first online move and though the figure is undisclosed, Sky has been a minority shareholder since February 2004. Aura will be fully integrated into the company with MD Paul Wright becoming head of business development for Sky Media. Aura represents 150 sports and entertainment properties including a swathe of soccer, rugby, golf, boxing and horse racing sites — which all now sit alongside Sky Media’s TV portfolio of the History Channel, Discovery, National Geographic and the like. Steven Nuttall, Sky business development director, said Aura has helped consolidate a previously fragmented marketplace and “will play an important part in the ongoing development of Sky Media’s successful online sales business.”
This article originally appeared in MediaGuardian.
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