News Corp. Let’s Advertisers Buy First Party Data Across Its Entire Portfolio
- Sameeha Junejo and Sarah Nasir
- Aug 27, 2020
- 1 min read
News Corp. publishers had offered programmatic access to inventory in the past, but it now offers advertisers the opportunity to cross-pollinate insights across its sites. It uses News IQ to allow advertisers to tap into News Corp.’s first-party data in order to target ads across all of its properties. News IQ unifies inventory from publications as varied as The Wall Street Journal, Barron’s, Realtor.com, MarketWatch, the New York Post and HarperCollins Publishers.These capabilities enable more granular targeting and allow advertisers the ability to track metrics over time. News Corp. uses the Salesforce DMP to activate and package its first-party data for advertisers, or AppNexus to target its segments.
News Corp will not set up a corporate sales team for this venture. Instead, their current business unit sales teams will leverage News IQ to help capture incremental budgets. News IQ will run as a publisher-owned advertising alternative to Facebook and Google by giving advertisers the opportunity to reach an audience of 140 million.
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