Tech City ad platform company Unruly Media has been bought by Rupert Murdoch’s News Corp in a deal worth an initial £58million with performance increments totalling a further £56million.

The east London firm, started in 2006 and based in Princelet Street, E1, will be the first digital acquisition of Rebekah Brooks after her return as chief executive of News UK.

The three founders Sarah Wood, Scott Button and Matt Cooke will remain at the company as co-chief executives and chief technology officer, respectively, and operate as a separate business unit.

The company specialises in distributing and tracking video ads across social media, working with blue chip brands such as T-Mobile and Renault. It has 15 offices around the world and employs 200.

Brooks said: “We look forward to working with one of Europe’s most highly-regarded tech teams to create new premium video inventory for our News UK mastheads and other businesses, and to provide advertisers with best-in-class brand solutions across all platforms.”

News Corp chief executive Robert Thomson said: “We have a track record of acquiring businesses with unique capabilities, allowing them the freedom to do what they do best, while providing a global platform to accelerate their growth and realise their potential.”

Sarah Wood told Business Insider : “I was incredibly impressed by the purpose and professionalism of the entire senior team at News Corp. It was a major factor in the deal.

“Rebekah is passionate, knows the space well, and is looking to help News Corp accelerate its digital transformation, recognising that video will play an integral part. We’re looking forward to working together with this highly passionate team.”