• by Ray Schultz , Columnist, Yesterday

The Atlantic has formed a partnership with CivicScience, a consumer analytics and advertising platform, in a move to integrate real-time survey data and consumer insights into the publication's research and advertising operations.

This will enable The Atlantic to deliver advanced ad capabilities based on detailed information and performance metrics, allowing for more sophisticated targeting and measurement, the publication says in an announcement. 

The arrangement will leverage CivicScience's survey methodology and consumer database to deliver knowledge of consumer attitudes, interests, demographics and intent.

"Data-driven advertising is essential in today's media landscape, and CivicScience's real-time consumer intelligence gives us a powerful tool to better understand both our audience and the broader American public," says Susan Parker, senior vice president, innovation & ad product at The Atlantic, in a statement. "This partnership enhances our ability to deliver more precise targeting and deeper engagement opportunities for our advertising partners, while also unlocking new ways to measure effectiveness and track consumer perception over time.” 

The Atlantic appears to be very well-funded, and it does many things right, from hiring to reporting. But here is one advance that belongs to the business side. 

"The media industry is evolving rapidly, and partnerships like ours with The Atlantic represent the future of how multi-platform publishers and technology companies can work together to create value for all stakeholders," says Gretchen Tibbits, president and chief operating officer of CivicScience. "By combining The Atlantic's reach with our real-time consumer intelligence, we're enabling a more sophisticated approach to audience understanding that benefits everyone in the ecosystem."