News UK has unveiled an ‘industry-first’ publisher planning tool, Nucleus Plan, with an aim to introduce a ‘post-cookie’ world.

The publisher behind The Times and The Sun, the tool – which utilises real-time first-party data – is designed to provide greater addressability and granularity for advertiser’s campaigns.

Nucleus Plan is powered by News UK’s proprietary data platform, Nucleus, and has already seen 2,000 campaigns and over 75 billion campaign impressions analysed across News UK.

Based on six key KPIs – viewability, clickthrough rate, brand awareness, consideration, purchase intent, and attention – the campaigns can be delivered using seven variables, such as audience, context, emotion and format.

Subscribe to Marketing Beat for free

Sign up here to get the latest news sent straight to your inbox each morning

“Nucleus Plan is set to transform expectations of media owner planning tools. With this latest development in our first-party toolkit, Nucleus Platform leads the charge in offering advertisers a level of insight and granularity that they won’t be able to get elsewhere,” said The Sun executive vice president publisher, Dominic Carter.

Times Media Publisher executive vice president, Chris Longcroft, commented: “Nucleus Plan is trained on a vast collection of first-party, real-time data, meaning that it’s delivering recommendations based on an unparalleled level of insight.

“This means that we can offer campaigns that are truly data-led and optimised for client KPIs.”

Adelaide CEO, Marc Guldimann, added: “News UK is the first UK publisher to measure our omnichannel attention metric, AU, across its top titles, spearheading a transformative shift in how sellers approach media quality measurement and transparency.

“Armed with attention insights, News UK is poised to deliver more impactful campaigns for its clients and, in the future, introduce high-AU marketplaces.”