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Photo illustration: Axios Visuals

News Corp is taking aim at the digital-ad dominance of Google and Facebook with a new platform to let advertisers reach audiences across all of its online properties. The new platform, called News IQ, will pull audience data from sites like The Wall Street Journal, New York Post and Barron's and give advertisers a way to reach specific audiences around safe content.

Why it matters: News Corp is the latest publishing company to launch a data-based advertising network to win back digital ad dollars from Google and Facebook. Disney, NBC and Vox Media, and Verizon and Oath have all similar steps.

While none of these new ad networks are as big as Google or Facebook's, they are hoping to offer more brand-safe content at scale — major selling point for advertisers spooked by terrorist content and suicide videos.

News IQ will launch globally over the coming months and years, News Corp CEO Robert Thomson tells Axios exclusively. "We're not going to stop at U.S. borders."

  • The product was built in Australia, where News Corp has a significant media footprint, and then brought to the U.S. The U.K. will be next. "There isn't another publisher that reaches the global English-speaking population at scale with this quality," says Jesse Angelo, Publisher and CEO of The New York Post and Chief of Digital Advertising Solutions for News Corp.

Launch partners will include Douglas Elliman, Seabourn Cruise Line, Fox Broadcasting Company, and the Dentsu Aegis Network, and more. The News IQ team will generate specific data on advertising impressions and traffic across all of the publishing properties. Angelo says the launch partners will be advertisers interested in "cleaning up the messy digital ad system."

News IQ will have a small corporate sales team, but will be sold through the individual brands so they can better use specific reader data. Such on a platform like Realtor.com, News IQ could use data to open up many more opportunities for advertisers.

"We'll have zip-code data and we will know when someone is just about to buy a home," says Thomson. "A new home means a new cable contract, a new supermarket, a new car maybe a new breakfast cereal. It's very distinctive data."

Bottom line: News Corp's ad network will reach 140 million in the U.S. and millions of more globally, according to comScore, but competing with Google and Facebook on scale and efficiency will be tough. Facebook says it has more than two billion monthly active users, and both Facebook and Google reach over 200 million monthly active users monthly, per comScore.

Go deeper

28 U.S. citizens depart Afghanistan on Qatar Airways flight

Passengers board a Qatar Airways aircraft bound to Qatar at the airport in Kabul on September 10, 2021. Photo: Aamir Qureshi/AFP via Getty Images

The State Department on Saturday confirmed that a Qatar Airways charter flight left Kabul on Friday with 28 U.S. citizens and seven lawful permanent residents on board.

The big picture: Friday's flight is the third such airlift by Qatar Airways since the Taliban takeover of Afghanistan, AP reports.

Updated 4 hours ago - Politics & Policy

Smaller than expected "Justice for J6" rally met with large police presence

Police officers watch as demonstrators gather for the "Justice for J6" rally in Washington, D.C., on Sept. 18, 2021. Photo: Andrew Caballero-Reynolds/AFP via Getty Images

A few hundred demonstrators were met by a heavy law enforcement presence on Saturday at the "Justice for J6" rally outside the fenced-off U.S. Capitol, AP reports.

The latest: Four people were arrested at the rally, including one person with a gun, one with a knife and two with outstanding warrants, per the U.S. Capitol Police.

DHS to increase deportation flights to Haiti from Del Rio

Migrants walk across the Rio Grande River carrying supplies back to a makeshift encampment under the international bridge between Del Rio, Texas, and Acuña, Mexico. Officials are struggling to provide food, water, shelter and sanitation, forcing migrants to cross the Rio Grande several times per day for basic necessities. Photo: Jordan Vonderhaar via Getty Images

The Department of Homeland Security on Saturday announced plans to ramp up deportation flights to Haiti out of the small Texas border town Del Rio, starting as soon as Sunday.

Why it matters: Reports have emerged of more than 10,000 migrants, primarily from Haiti, crowded in a temporary camp under the international bridge in Del Rio. Hoping to find refuge in the United States, they've had to bear with filthy conditions and the scorching sun for days, per an NBC News affiliate.