Penske Media Corporation Partners with Treasure Data to Transition its Business Model, Provide Meaningful Connections to Advertisers, and Create New Audience Experiences

November 8, 2021 – Los Angeles, CA: Today, Penske Media Corp (PMC) announced a strategic partnership with enterprise customer data platform Treasure Data to integrate their technology into PMC’s extensive portfolio of brands. The consumer journey has become exceedingly more complex in recent years and through this partnership, PMC’S brands will have the ability to connect data with more specificity, making meaningful, value driving connections with its audience.

Penske Media continues to be a trailblazer in the industry, becoming one of the first media companies to move away from third-party cookies to collect audience data to a more secure and organic first-party data collection business model.

“The partnership with Treasure Data is driving efficiency and centricity in our data operations,” said Brett Goverman PMC’s AVP, Data Strategy. “Centralizing the data from interactions with our audiences across all platforms enables PMC to generate insights about our audience as holistic individuals, not just impressions on a page.”

Earlier this year, PMC participated in its first IAB NewFronts where they announced the launch of PMC Atlas Data Studio, its proprietary first-party data strategy engineered to deliver unparalleled insights to brand partners. Atlas Data Studio has optimized and connected learnings across PMC’s entire umbrella of brands spanning music, entertainment, fashion, luxury, art, women’s interests and more.

“The cookieless world is inevitable and PMC is proactively taking the steps in prioritizing their consumer experience while harnessing the first-party data they have throughout their portfolio,” says Steve Letourneau, VP Growth & CX at Treasure Data. “With Treasure Data’s flexible CDP, brands can quickly leverage customer data to deliver both personal and ethical customer experiences for their audiences and create a true value exchange between brands and consumers.”

“The PMC portfolio is at the forefront of so many topics that drive us as individuals,” said Craig Perreault PMC’s Chief Digital Officer. “Whether its lifestyle, entertainment, music, or technology, the breadth and depth of the PMC portfolio is what enables us to build an interest graph based on what users are engaged with, and how they consume it.  Accessing this activity within a simple and user-friendly platform makes it easy to take action and surface learnings to our partners.”

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 the implementation of Treasure Data’s platform into 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.

About Penske Media Corporation 

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, 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.


About Treasure Data

Treasure Data is a best-of-breed enterprise customer data platform (CDP) that powers the entire business to reclaim customer-centricity in the age of the digital customer. We do this by connecting all data into one smart customer data platform, uniting teams and systems to power purposeful engagements that drive value and protect privacy for every customer, every time. To learn more, visit


Marci Bontadelli
Treasure Data