News Corp’s new ad network takes on Facebook, Google

MUMBAI: Training its guns at the digital-ad dominance of Google and Facebook, News Corp has launched a platform, News IQ, to let advertisers reach audiences across all of its online properties.

According to an article on Axios, News IQ will pull audience data from sites such as The Wall Street Journal, New York Post and Barron's and give advertisers a way to reach specific audiences around safe content. The platform will launch globally over the coming months.

News Corp is the latest publishing company to launch a data-based advertising network to win back digital ad dollars from Google and Facebook. Disney, NBC and Vox Media, and Verizon and Oath have all taken similar steps. What they lack in scale, they are hoping to offer more brand-safe content at scale—a major selling point for advertisers spooked by terrorist content and suicide videos.

The product was built in Australia, where News Corp has a significant media footprint, and then brought to the US. The UK will be next.

The launch partners will include Douglas Elliman, Seabourn Cruise Line, Fox Broadcasting Company, and the Dentsu Aegis Network. The News IQ team will generate specific data on advertising impressions and traffic across all of the publishing properties.

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