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News UK launches first-party data platform Nucleus

Campaign 07 Jul 2021 04:29

News UK has announced the launch of Nucleus, a first-party data platform. 

Using user data and contextual insight, Nucleus will enable advertisers to reach the brand’s 36.5 million digital readers, listeners and viewers, including audiences at the The Times, The Sunday Times, The Sun, Virgin Radio, TalkSport and Times Radio.

The platform will offer advertisers access to what the publisher says is one of the largest known UK audiences, based on first-party data, in a more privacy-compliant, future-proof and accurate way.

News UK's move comes at a time when advertisers are anxious to match their own first-party data with the first-party data of media owners because of growing restrictions surrounding third-party data, notably Google's planned phasing out of cookies and GDPR regulation.

Nucleus uses a combination of first-party demographic data alongside contextual targeting information and insight such as preference, opinion and emotions.

Nucleus will also be used internally to improve personalised reader offers, understand reader engagement with editorial content, develop new advertising products and drive increased subscriptions.

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