The newspaper group, owner of The Sun, The Times, News of the World and The Sunday Times, is using PDV to test online lead generation on behalf of the media group's advertisers.
The move comes as traditional revenues for newspapers plummet and publishing houses seek to leverage their brands to develop other revenues streams instead.
"NI Commercial [is seeking] to build deeper relationships with its commercial customers by offering innovative ways to tap into the NI audience to generate response and improve cost of sale," the company said in a statement.
David German, NI's director of classified, added: "News International's power brands attract unprecedented customer interaction. Working with PDV we'll be able to gather information about their immediate purchase intentions and introduce sellers to buyers through innovative solutions."
PDV's development director Tony Coad said: "News International has the appetite and enthusiasm to develop new services and revenue streams and continue innovatively to lead the market. With its iconic brands, NI is in a position to address the fast growing sales leads marketplace and to explore risk-sharing relationships."
PDV uses its own network of websites and publishers to generate more than a million pre-qualified and opt-in consumer leads each year.
The firm was acquired by DM plc, parent of data vendor DLG, in March.