The Newco
The Newco is a privacy-first adtech suite for identity, activation and measurement.
Analyst Perspective
The Newco is an Italian B2B adtech and marketing technology company providing a privacy-first suite spanning customer data management, identity resolution, clean room collaboration, campaign activation, measurement and related managed services. Its core products include TNC Engine, TNCiD & Data Clean Room, an advertising activation layer, and Precision analytics, alongside an agency arm and a retail media-related media business unit. The company appears to make money through enterprise software subscriptions, usage-linked platform fees, managed service retainers and campaign-related activation or media revenues. Its customers are brands, agencies, publishers, media companies and enterprise data teams seeking to ingest first-party data, build audiences, activate campaigns across digital channels and measure performance without relying on third-party cookies.
Analyst Signal Briefing
Archived (Stand: 2 Jul 2026)No new strategic signals in the last 90 days. Showing historical briefing.
The Newco has been selected for the Semrush Enterprise Partner Program, a move designed to enhance its digital visibility services through SEO and AI-driven search (GEO). This partnership aligns with the company's established positioning as a marketing platform helping brands and publishers leverage data across the European market. Furthermore, the company is emphasising the role of identity resolution within its strategic framework to improve the efficacy of cross-channel data-driven campaigns.
Explorer Tier
Start exploring for free
Start with public company intelligence. Save companies, build your first watchlist, and unlock deeper strategic insights when you are ready.
- View public Company Profiles
- Save/watch companies
- Build your first Watchlist
- Access additional market signals
Key insights about The Newco
Category Differentiation
This is an Italian adtech and martech company, not a generic holding company called 'NewCo'. It is distinct from standalone DSPs or clean room vendors because it combines identity, activation, measurement and agency services.
The Newco: About
The Newco operates a hybrid software-and-services model. It develops proprietary B2B platforms for first-party data ingestion, identity resolution, data clean room matching, audience activation and marketing measurement, then sells these capabilities to enterprise customers as SaaS products. Around this software layer, it also provides managed services through its agency division and monetises media-related execution in areas such as retail media and campaign activation.
How The Newco Works & Monetises
Business model analysis and core revenue streams
The Newco monetises through a blended commercial model. Platform products such as TNC Engine, TNCiD and Precision are sold as enterprise SaaS, likely via subscription and usage-based pricing tied to data volume, users, matched records or activated audiences. The advertising activation product likely earns campaign activation fees and/or a percentage of managed media spend through DSP and ad server integrations. Retailor Media appears to generate inventory monetisation and campaign placement revenue, while The Newco Agency adds consulting fees, retainers and execution-based service income.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Technology
Media Channel
Ad Format
The Newco: Key Subsidiaries & Acquisitions
- Analyze Profile →
Italian retail media platform for identity, activation and measurement.
Recent Signals (The Newco)
Top Speakers at dmexco 2015
Online Marketing Rockstars previews high-profile speakers scheduled for dmexco 2015 in Cologne (16–17 September 2015). The piece highlights about 160 speakers across sessions attended by an expected 30,000 visitors and over 880 exhibitors. Selected speaker spotlights include Ben Barokas (Sourcepoint) on adblocking and his recent Sourcepoint product and Series‑A funding, Shahrzad Rafati (BroadbandTV) on advanced TV/MCN topics, Amy Cole (Instagram) on Instagram advertising capabilities, Brian Boland (Facebook) on cross-device advertising, and industry leaders such as Sir Martin Sorrell (WPP), John Battelle (NewCo), Terence Kawaja (LUMA Partners) and Brian Sugar (Popsugar). The article summarizes why each speaker is relevant to marketers, publishers and the ad‑tech community.
Read original sourceThe Newco: Frequently Asked Questions
What is The Newco?
The Newco is an Italian B2B adtech and martech company offering identity resolution, data clean room, audience activation, measurement and related agency services.
Who uses The Newco?
Its customers include brands, advertisers, agencies, publishers, media companies and enterprise data teams that need privacy-safe data activation and measurement.
How does The Newco make money?
It earns revenue from enterprise SaaS subscriptions, usage-linked platform fees, managed service retainers, campaign activation fees and some media-related monetisation.
Company Facts
- Founded
- 2018
- Headquarters
- Italy
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- thenewco.tech