The Newco
The Newco is a italian adtech platform for identity, activation and measurement.
Analyst Perspective
The Newco S.r.l. is an Italian private adtech and martech company founded in 2018. It develops proprietary B2B software for identity resolution, data clean room workflows, audience creation, campaign activation, and measurement, and it also operates adjacent products for generative search visibility analysis and retail media monetisation. Its core platform portfolio includes TNC Engine, TNCiD & Data Clean Room, TNC Reach, and TNC GEOview, with activation across web, mobile, connected TV, HBBTV, social and retail media environments. The company makes money through enterprise software deployments, platform access, and managed services. In parallel, it runs consultancy and agency services covering media planning, performance advertising, analytics, CRM, marketing automation, conversion optimisation, SEO and generative engine optimisation, and training. It also monetises retail media through RETAILOR MEDIA by supporting retailers and e-commerce operators in audience and inventory monetisation and by executing campaigns for advertisers and agencies. Its direct customers are businesses, especially brands, advertisers, publishers, broadcasters, retailers, media sellers, agencies, and internal marketing or data teams.
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Updated: 22 Aug 2026No strategic news signals detected in the last 90 days.
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Key insights about The Newco
Category Differentiation
This company is not a generic creative agency or a pure publisher. It is a B2B adtech and martech operator centred on identity resolution, clean room workflows, audience activation, measurement, and related managed services.
The Newco: About
The company operates a hybrid B2B model that combines proprietary software, managed services, and media monetisation. Its software layer creates value by helping enterprises collect and connect first-party data, resolve user identity without third-party cookies, build audiences, activate campaigns across multiple channels, and measure outcomes. Its services layer converts that infrastructure into implementation, strategy, execution, and optimisation work for clients that need hands-on support. Its retail media offering extends the model by monetising retailer audiences and inventory using the same identity and activation capabilities.
How The Newco Works & Monetises
Business model analysis and core revenue streams
The company monetises through sales-led enterprise SaaS and platform deployments for TNC Engine, TNCiD, TNC Reach, and TNC GEOview, with commercial terms delivered through tailored proposals rather than public self-serve pricing. It also earns service fees from consultancy, agency execution, training, analytics, CRM, SEO, generative engine optimisation, media planning, and conversion optimisation work. RETAILOR MEDIA adds a monetisation layer through retail media campaign execution, retailer audience and inventory monetisation, and managed retail media programmes. Google Cloud Marketplace distribution supports enterprise procurement for TNC Engine.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Technology
Media Channel
The Newco: Frequently Asked Questions
What is The Newco?
The Newco is an Italian B2B adtech and martech company that provides identity resolution, data clean room, audience activation, measurement, GEO visibility software, and managed digital marketing services.
Who uses The Newco?
Its customers are brands, advertisers, agencies, publishers, broadcasters, retailers, e-commerce operators, media sellers, and internal marketing, SEO, CRM, and data teams.
How does The Newco make money?
It earns revenue from enterprise software subscriptions or deployments, consultancy and managed service fees, and retail media campaign and inventory monetisation programmes.
Company Facts
- Founded
- 2018
- Headquarters
- Italy
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- thenewco.it