It should be noted that the WSJ is owned by News Corp, which runs an ad network of their own for their properties. This launch announcement even talks about how

It should be noted that the WSJ is owned by News Corp, which runs an ad network of their own for their properties. This launch announcement even talks about how they combine their first party data about their subscribers with data from Mastercard Ad Intelligence to "create bespoke marketing and advertising solutions" : https://newscorp.com/2017/12/05/news-corp-launches-news-iq/ https://newscorp.com/2017/12/05/news-corp-launches-news-iq/