March 9, 2021—Los Angeles, CA:  Penske Media Corporation (PMC) announces the launch of PMC Atlas Data Studio, a proprietary first-party data strategy engineered to deliver unparalleled insights to brand partners. Atlas Data Studio will optimize and connect learnings across the publisher’s entire portfolio of brands spanning music, entertainment, fashion, luxury, art, women’s interests and more.  

“We are thrilled to collaborate with our partners on building Atlas Data Studio from the ground up over the last year,” said Mark Howard, Penske Media’s Chief Advertising and Partnerships Officer. “It leverages the latest people-based targeting capabilities and identity mapping to reach audiences at scale while maintaining consumer data privacy. We are very excited about the level of specificity Atlas DS will bring to our advertising partners and what it means to the future of the business.”  

PMC Atlas Data Studio draws on audiences’ content interests specifically linked to their varying degrees of engagement with newsletters, virtual events, apps, subscription and membership programs, paywalls, polls, surveys and data enrichment partnerships. Today’s announcement is one part of a long-term digital strategy and product offering that Penske Media has been rolling out over the last six months.  

The publisher’s transition to a first-party data strategy comes as the industry continues to move away from third-party cookies in favor of protecting consumer data. While the shift in policy has prompted many companies to adopt similar strategies, the timing of Atlas Data Studios’ launch has given Penske Media a unique opportunity to integrate the latest privacy protocols and to tap into unified data across its portfolio of brands.  

With over 134 million unique viewers a month across its 23 brands according to comScore, Penske Media’s portfolio is synonymous with culture, heritage and prestige. PMC’s highly engaged audience looks to its titles to inform their passions, professional industry insights and personal interests.  

Through its Atlas Data Studio, the media house aims to evolve with today’s consumers, delivering the best content and one-of-a-kind experiences that continue to inform, inspire and define modern culture.  

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About PMC  

PMC is a leading independent global media and information services company whose award-winning content attracts a passionate audience. Since 2004, Penske Media has been a pioneer in digital media and a platform innovator, reaching viewers on all screens across its ever-growing constellation of iconic brands, which includes Variety, Rolling Stone, The Hollywood Reporter, Billboard, WWD, SHE Media, Robb Report, Deadline, Sportico, BGR, ARTnews, Fairchild Media, Vibe, IndieWire, Dirt, Gold Derby and Spy.com, among many others. PMC’s journalists and content creators deliver daily the most comprehensive news and information in their industries and areas of coverage, unequaled in ambition, depth and courage. Headquartered in New York and Los Angeles with additional offices in 14 countries worldwide, PMC believes companies should not only be profitable but also forces for good.  

Press Contacts:  

Brooke Jaffe  

Penske Media Corporation, Head of Public Affairs and Communications  

bjaffe@pmc.com  

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Francesca Cascardo  

Penske Media Corporation, Manager of Communications  

fcascardo@pmc.com