Publishers around the world are racing to provide their advertisers with more scale, more data and targeting capabilities more like they are used to from pure-play digital platforms.

News Corp just took another step in that direction by launching News IQ, a platform uniting first-party data, brand data, media properties and data science tools to help buy ads across News Corp brands.

So what’s the big idea?

In this video interview with Beet.TV, News Corp digital ad chief Jesse Angelo explains: “If you look at things like, which is a site dedicated to streaming television and movies, you can use data there of people who have visited that to look for millennial cord cutters and so on.

“Harper Collins, everyone knows it as an important book publisher, but they also happen to own the largest bible website in the United States and have, as you can imagine, very robust email newsletters.”

News Corp properties include The Wall Street Journal, Barron’s,®, MarketWatch, New York Post and HarperCollins Publishers.

Users of News IQ, powered by AppNexus, so far include Douglas Elliman, Seabourn Cruise Line, Fox Broadcasting Company and the Dentsu Aegis Network. Amnet US, a programmatic subsidiary of the latter, says News IQ “will simplify the supply chain”.

But News Corp is also making a play at offering a cleaner, safer environment for advertisers.

“I think there’s frustration with the (Google and Facebook) duopoly and there’s frustration around issues like fake news and brand safety,” Angelo adds. “When people see their ads on youtube appearing next to a Jihadi videos, that’s a problem and if I was a CMO, that’d be a very big problem for me.”