Penske Media eyes data studio as way to drive more portfolio-wide selling

Penske Media Corp. is trying to find more ways to sell across its brands and it’s hoping a data studio called the PMC Atlas Data Studio will help whet advertisers' appetites. The owner of Variety, Rolling Stone, WWD and others, Penske launched Atlas earlier this month, offering some 500 different audience segments, many of them either modeled directly on established segments typically reached using third-party segments or pulled directly from advertiser and agency RFPs. Read more below.

• Penske has permanent identifiers for about 10% of its portfolio's audience, which Comscore pegs at over 135 million unique users.
• Leaf Group created a sales strategy that uses the operational strengths and first-party data from both its commerce and media brands.
• Digital marketing strategies will have to evolve if they want to win over changed consumers after the pandemic.
• Team Whistle is moving further away from sports coverage and into entertainment as it chases brand deals at higher prices.