• by Joe Mandese  @mp_joemandese, December 5, 2017

News Corp. this morning unveiled a “brand safety” and “premium audience” platform, enabling advertisers and agencies to target their audiences and content programmatically.

Dubbed News IQ, the new ad platform leverages News Corp.’s 140 million U.S. unique users and represents the first time the company has integrated all of its first-party data, publishing properties and data science tools via a single interface.

“This is a platform that will not only simplify the supply chain, but offer greater precision and scale in a trusted environment, which advertisers expect,” states Art Muldoon, co-CEO of Dentsu Aegis Network’s Amnet U.S. unit, which is among the charter customers using News IQ.

Other charter users include Douglas Elliman, Seabourn Cruise Line and Fox Broadcasting.

Details about what technology and data differentiates the platform were not available at press time, but the company said News IQ will leverage “first-party data of some of the launch partners, including a top luxury retailer in collaboration with Mastercard Ad Intelligence, to create bespoke marketing and advertising solutions.”

The company did not disclose how the platform ensures brand safety, other than the fact it is built on News Corp.’s own content and audience reach.

It also said News IQ would be offered as a complement to the News Corp. video ad platform Unruly.