The Atlantic is partnering with Knotch, a content intelligence platform, to help advertisers measure the performance of sponsored content, the first publisher to do so.
Clients of the magazine’s creative studio Atlantic Re:think will gain access to benchmarks, outcomes and other data to help them gauge audience impact.
“It’s one thing to tell great stories in partnership with brands; it’s another to prove those stories are resonating with the right audiences,” adds Hayley Romer, CRO-publisher of The Atlantic.
The Knotch Content Intelligence Platform pulls in a range of datasets from owned and paid content channels in one location, the company says.
Recently, Knotch debuted outcome scorecards that help brands measure if their content is creating positive customer sentiment and meaningful engagement. Also, it identifies the top five pieces of content contributing to each outcome.
The arrangement will provide The Atlantic with “secure data transparency and deliver insights to their partners through content intelligence,” states Anda Gansca, CEO of Knotch.
Re-think will help advertisers make faster and more intelligent content decisions, the magazine claims.Re:think creates a variety of multimedia content. For instance, it recently debuted a graphic novella depicting the 1921 Tulsa race massacre for the HBO series "Watchmen."