News Corp is taking aim at the digital-ad dominance of Google and Facebook with a new platform to let advertisers reach audiences across all of its online properties. The new platform, called News IQ, will pull audience data from sites like The Wall Street Journal, New York Post and Barron's and give advertisers a way to reach specific audiences around safe content.
Why it matters: 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 similar steps.
While none of these new ad networks are as big as Google or Facebook's, they are hoping to offer more brand-safe content at scale — major selling point for advertisers spooked by terrorist content and suicide videos.
News IQ will launch globally over the coming months and years, News Corp CEO Robert Thomson tells Axios exclusively. "We're not going to stop at U.S. borders."