US mass media company News Corp has launched a new advertising platform which integrates all of its first-party data, media properties, and data science tools in one place to ensure brand safety.

News IQ, which boasts an audience of more than 140m in the US, has launched with partners including Fox Broadcasting Company, Dentsu Aegis Network, Douglas Elliman, Seabourn Cruise Line, and more. The platform will leverage first-party data from some of the launch partners to create marketing and advertising solutions.

“In a world of fake news and fraudulent metrics, News IQ offers advertisers a clear solution: quality audience, quality data, and quality environments,” said Jesse Angelo, chief of digital advertising solutions at News Corp. “And that translates into three layers of brand safety for every campaign, protection from fraud, and the ability to effectively reach premium audiences at scale with precision inside a trusted and transparent ecosystem.”

The advertising platform will offer insights from an audience made up of business leaders, entrepreneurs, home buyers, wealthy individuals, luxury shoppers, millennial cord-cutters, and more. It will also combine advertisers’ first-party data with News Corp’s data to help build segments, and complements News Corp’s video ad platform Unruly.

“Brands are becoming more sophisticated about digital advertising. They are tired of their ads showing up next to vile and vacuous content, and fed up with mad and manipulated metrics,” said Robert Thomson, chief executive at News Corp. “Now, we are offering News Corp’s suite of superior brands to advertisers, along with a wealth of reliable – not risible – data that will help them target the customers they cherish.”