Utarget, a European ad network that specializes in online video, is now part of the News Corp. family, according to a CNNMoney.com report. 

The deal gives News Corp. access to inventory on one of the U.K.'s premier video ad networks. Utarget, which will be rebranded utarget.Fox, represents more than 600 premium publishers.

Officials at News Corp. said the deal will give its own network of sites and advertisers additional opportunities to target demographically and contextually.

While acquisitions continue to dominate the ad network space, the business model has come under fire as of late. After ESPN said it would no longer work with ad networks, citing concerns over its brand, Federated Media founder John Battelle called them the "flavor of the month."