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.
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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
Recent Signals (The Newco)
Identity resolution – Cos’è e perché è importante
A new blog post discussing the importance of identity resolution in data-driven strategies.
Read original sourceThe Newco è Enterprise Partner di Semrush
Siamo felici di annunciare che The Newco è stata selezionata come partner ufficiale del Semrush Enterprise Partner Program, il programma globale dedicato alle agenzie e alle società di consulenza che supportano brand enterprise nella crescita della visibilità digitale, dalla SEO alla AI Search (GEO).
Read original sourceThe Newco's Leadership and Market Focus
The Newco has positioned itself as a marketing platform that assists brands, publishers, agencies, and retailers in leveraging their data for better results. The company emphasizes its expertise in digital marketing across various channels and highlights its growth as a fast-growing company in the European market.
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