The Newco

The Newco operates a hybrid software-and-services model in adtech and martech. Its main value creation comes from processing clients’ first-party data in a privacy-preserving environment to enable cookieless identity resolution, measurement and audience activation. It offers its technology as modular SaaS components that integrate into existing martech stacks and cloud marketplaces, allowing brands, retailers and publishers to use its identity layer, clean room and analytics tools with their own data and media partners.

On top of this platform, the company provides an agency services arm that designs data strategies and executes performance and retail media campaigns using the technology stack. It further extends into retail media through a separate but related media network that leverages retailers’ transactional data and an ID graph to sell targeted campaigns. In combination, this creates value by helping enterprise clients replace third-party cookies with first-party data workflows, while monetising via recurring software fees, project-based consultancy and campaign-based media revenues.

The Newco is an Italian adtech/martech company providing a privacy-first performance marketing and identity resolution suite, together with services and a retail media venture. Its core SaaS platform processes first-party data to create persistent, cookieless identifiers, runs a data clean room for privacy-safe collaboration, and supports audience insight, measurement and activation across programmatic and retail media channels.

The firm generates revenue from software licensing for its identity and clean room products, consulting and managed execution through its agency arm, and retail media campaign and data monetisation via an affiliated retail media network. Its customers are brands, retailers, publishers, and media agencies that require cookieless identity, first-party data activation and retail media solutions, primarily in Italy.