The Newco
The Newco is an Italian SaaS and agency firm offering TNC Engine, an AI-based cookieless identity resolution and performance marketing suite with a proprietary Data Clean Room, serving enterprise brands, agencies, publishers and media buyers primarily in Italy and Europe.
- Company typePrivate
- Founded2018
- HeadquartersCagliari, Italy
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What The Newco does
The Newco (legal entity The Newco S.r.l.) is an Italian private limited company founded in 2018 and headquartered in Cagliari, with a current headcount of 11–50 employees. It sells a cookieless identity resolution and performance marketing platform, TNC Engine, that combines a proprietary identity graph (TNCiD) with a privacy-first Data Clean Room to collect and activate first-party data from websites, apps, loyalty programs, panels and CRM systems across web, mobile, CTV, HBBTV and retail media touchpoints. The platform is organized into four modules — Precision (market insight and measurement), Performance Marketing (SaaS campaign optimization), Advertising (cookie-less programmatic identity resolution) and Data Valorization — and has been extended with TNC GEOview, a tool for monitoring brand visibility in AI Search.
The company monetizes through two streams: annual SaaS subscriptions to the TNC Engine platform and project-based agency services delivered through The Newco Agency, which covers SEO, digital analytics, conversion rate optimization, media and performance, CRM and marketing automation, and training. It operates a hybrid direct enterprise sales and self-serve motion, with integrations into Adobe, Google Analytics, Salesforce, The Trade Desk and Adform, and ecosystem memberships in IAB Italia, IAB Tech Lab and Netcomm. Customer base spans over 25 named enterprise logos across retail (Conad, Coop, MediaWorld), luxury (Valextra, Sergio Rossi), beverage (Lavazza, Coca-Cola, Nestlé), automotive (Stellantis), telecom (TIM, Vodafone), media (Sky, RCS), finance (Credem, Western Union, Allianz), healthcare (Amplifon, Dr. Max) and travel (Alpitour, ITA). The company has completed 200+ digital marketing projects and cites over 25 years of collective AdTech/MarTech experience. It is recognized as a Sole 24 Ore Leader della Crescita and FT1000 — Europe's Fastest Growing Companies company, and operates Retailor Media as a retail media sub-brand.
The Newco firmographics
Firmographics- Name
- The Newco
- Legal name
- The Newco S.r.l.
- Website
- https://thenewco.it
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Newco is an Italian SaaS and agency firm offering TNC Engine, an AI-based cookieless identity resolution and performance marketing suite with a proprietary Data Clean Room, serving enterprise brands, agencies, publishers and media buyers primarily in Italy and Europe.
- Ownership category
- akta.pro rank
Where The Newco is headquartered
LocationHeadquarters
- HQ city
- Cagliari
- HQ country
- Italy
- HQ region
- Europe
Markets served
The Newco business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscriptions (TNC Engine): Subscription-based access to TNC Engine suite including identity resolution, data clean room, precision analytics, performance marketing, and advertising tools. SaaS delivery model with platform access.
- Agency Services: Professional services including generative & SEO, digital analytics, conversion rate optimization, media advertising & performance, CRM & marketing automation, and training. B2C, B2B, and B2B2C projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | SaaS platform with multiple product modules |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
The Newco product offering
Product offeringCore offering
The Newco sells the TNC Engine, an AI-based performance marketing suite that combines identity resolution (TNCiD) and a proprietary Data Clean Room to help brands collect, process, and activate first-party data across web, mobile, CTV, HBBTV, and retail media touchpoints without third-party cookies. It complements the SaaS suite with The Newco Agency, providing SEO, digital analytics, conversion rate optimization, media advertising, CRM, marketing automation, and training services, and operates Retailor Media as a retail media sub-brand.
Product overview
The Newco offers TNC Engine, an AI-based performance marketing suite that integrates identity resolution with a proprietary data clean room. The platform consists of four core modules: Precision (market insight and measurement), Performance Marketing (SaaS campaign optimization), Advertising (programmatic identity resolution without cookies), and Valorizzazione dei dati (data valorization). The company also operates The Newco Agency, providing comprehensive digital marketing services including SEO, digital analytics, conversion rate optimization, media advertising, CRM, marketing automation, and training. The portfolio includes Retailor Media as a retail media sub-brand.
Differentiator
Problem solved
Functional benefit
Brands
- TNC Engine: AI-based performance marketing and identity resolution suite that helps brands acquire and retain customers through data collection, processing, and activation across digital touchpoints including web, mobile, CTV, HBBTV, and retail media.
- TNCiD
- Data Clean Room
- Retailor Media
Products and services
- TNC Engine (TNCiD & Data Clean Room) AI-based performance marketing suite combining identity resolution with a proprietary data clean room; enables brands to collect and process first-party data from websites, apps, panels, loyalty programs, and CRM while maintaining privacy compliance. Targeted at brands, agencies, publishers, and concessions.
- Precision (Market Insight) Suite of four measurement tools for campaigns and audiences that helps marketers optimize performance and maximize ROI within the TNC Engine platform.
- Performance Marketing SaaS module that integrates with the customer's martech stack using a privacy-first, easy-to-implement approach to campaign optimization.
- Advertising (Programmatic) Identity-resolution-powered programmatic advertising module that activates campaigns on profiled targets without third-party cookies across digital touchpoints.
- Valorizzazione dei Dati (Data Valorization) Platform module supporting use cases for valorizing and monetizing first-party user and customer data.
- The Newco Agency Full-service digital marketing agency offering generative & SEO, digital analytics, conversion rate optimization, media advertising & performance, CRM & marketing automation, and training for B2C, B2B, and B2B2C clients.
- Retailor Media Retail media network sub-brand operating under The Newco portfolio to deliver retail media solutions.
Companies that use The Newco
Customer profileNamed customers32 records
Segments5 records
Ideal customer profiles4 records
The Newco technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature7 records
The Newco partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- SemrushcoreThe Newco selected as official partner in the Semrush Partner Program as an Enterprise Partner. The partnership provides SEO and digital marketing tools integration and co-marketing opportunities.
- IAB ItaliacoreMember of IAB Italia, the Italian interactive advertising association, indicating participation in industry standards development and digital advertising ecosystem.
- IAB Tech LabcoreMember of IAB Tech Lab, participating in technical standards development for digital advertising and data standardization initiatives.
- NetcommminorMember of Netcomm (Consorzio Netcomm), the Italian e-commerce consortium, indicating focus on digital commerce and retail media initiatives.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
The Newco competitors and assessment
Company assessmentBroad incumbents
- Salesforce Marketing Cloud: Salesforce Marketing Cloud (including Data Cloud and Interaction Studio) competes with TNC Engine on identity, activation, and martech data management, and is simultaneously a listed integration partner.
- Adobe Experience Cloud: Adobe's enterprise MarTech stack (Real-Time CDP, Customer Journey Analytics) is both a listed integration partner and a broad incumbent threat. Overlaps with TNC Engine modules on identity, clean room, and activation.
- The Trade Desk: The Trade Desk is a global DSP that integrates with TNC Engine and competes on identity (UID2) and activation. While a much larger incumbent, it overlaps on the advertising activation product line and represents both a partner and a competitor.
- Criteo: Criteo operates a commerce/retail media platform with identity and activation capabilities. Competes with The Newco on retail media activation and overlapping cookieless targeting features for EMEA brands.
Direct peers
- Adform: Adform is a European ad tech stack (DSP/SSP/DMP) offering programmatic and identity capabilities. Direct competitor on the programmatic activation side and also a listed integration partner of TNC Engine.
- LiveRamp: LiveRamp is the global category leader in identity resolution and data collaboration, with the RampID identity graph analogous to TNCiD. Both compete for cookieless audience activation and clean room-based data collaboration with enterprise brands.
- ID5: ID5 is a European-headquartered identity resolution provider serving SSPs, DSPs, and publishers. Direct overlap with TNCiD on cookie-less user identification for programmatic advertising in EMEA.
- Lotame: Lotame provides data management, identity, and audience solutions for publishers, agencies, and brands. Overlaps with TNCiD and the Data Valorization module on data onboarding, enrichment, and audience monetization.
- RTB House: RTB House is a European AI-driven retargeting/performance DSP with deep- learning bidding. Overlaps with the Advertising module of TNC Engine on cookieless programmatic performance buying.
Emerging players
- Semrush: Semrush is a digital marketing analytics/SEO platform that is both an Enterprise Partner of The Newco and a partially overlapping competitor on SEO, content, and now AI-search visibility tooling (TNC GEOview).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
The Newco social profiles
Digital presenceThe Newco financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Newco leadership team
Management profileNumber of profiles
The Newco funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Newco M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Newco
What does The Newco do?
The Newco sells the TNC Engine, an AI-based performance marketing suite that combines identity resolution (TNCiD) and a proprietary Data Clean Room to help brands collect, process, and activate first-party data across web, mobile, CTV, HBBTV, and retail media touchpoints without third-party cookies. It complements the SaaS suite with The Newco Agency, providing SEO, digital analytics, conversion rate optimization, media advertising, CRM, marketing automation, and training services, and operates Retailor Media as a retail media sub-brand.
Is The Newco a public or private company?
The Newco is a private company. It is classified as unknown and is currently operating.
When was The Newco founded?
The Newco was founded in 2018. It employs 11 to 50 people.
Where is The Newco based?
The Newco is headquartered in Cagliari, Italy, in the Europe region.
How does The Newco make money?
Two revenue lines are on record. SaaS Platform Subscriptions (TNC Engine) is the primary driver. The others are agency Services.
Who are The Newco's main competitors?
Broad incumbents on record are Salesforce Marketing Cloud, Adobe Experience Cloud, The Trade Desk and Criteo. Direct peers are Adform, LiveRamp, ID5, Lotame and RTB House. Semrush is listed as an emerging player.
Does The Newco have an API?
No public API is recorded for The Newco.