News IQ

The business model centres on transforming first-party audience data from News Corp digital properties into monetisable advertising products. NC Audience Exchange collects behavioural and device data via cookies, pixels and JavaScript across affiliated sites and apps, assigns users a unified identifier (NewsID / “_ncg_” cookies), and constructs audience segments that can be targeted with interest-based and contextual advertising. This capability is packaged as an advertising and marketing service used by News Corp brands and external advertisers.

Value is created for advertisers and agencies through more precise targeting, cross-site audience stitching and detailed reporting on campaign performance, while News Corp properties improve yield on their ad inventory by selling it with enriched audience data. The company also provides privacy notices, opt-out mechanisms and compliance with applicable privacy regimes, which preserve the long-term viability of the data-driven model. As a wholly owned News Corporation entity, it functions as an in-house data and audience platform with external-facing commercial services.

NC Audience Exchange, LLC is a United States–based advertising technology subsidiary of News Corporation. It operates an audience and advertising product that collects behavioural and device data across affiliated publisher properties using cookies (including a unified “NewsID” cookie prefixed “_ncg_”) to build audience profiles and support interest-based and contextual advertising.

The company generates revenue by enabling advertisers and media agencies to target and buy ad inventory against these first-party audience segments across News Corp properties, and by providing associated reporting and data-sharing services to internal affiliates and third parties, subject to user privacy controls and opt-out mechanisms. Its direct customers are advertisers, agencies, and internal News Corp publisher units purchasing audience and targeting services rather than end consumers.