case study

Penske Media Corporation

Understanding Audience Engagement and Visualizing Advertiser Marketing Insights

Media & Entertainment

Business Impacts

Generated insights on Terabyte scale first-party data

Understood audience interests and engagement over time

Enabled better monetization possibilities for PMC, its verticals, brands and advertiser network

Customer Key Facts

  • Organization : Penske Media Corporation
  • Location : Los Angeles, CA
  • Size : 1001 to 5000 Employees
  • Industry : Media and Publishing

Problem Context

Penske Media Corporation (PMC) was using Permutive as their data management platform to capture user engagement for their various brands and Looker for visualization and insight generation. However, they were not able to obtain a holistic picture for their advertisers because their Google Ads Manager (GAM) and Permutive data were not unified. They wished to share richer insights with their advertisers by unifying Permutive data and GAM data as well as improve the overall dashboard performance from a user experience perspective


  • Lack of unified data model for audience engagement and ads data from Permutive and Google Ads Manager
  • Multiple sources of data resulting in disparity in granularity
  • Lack of user-friendly dashboards and visualizations depicting the insights generated from the first-party data
  • Unoptimized dashboards with longer load time and inability to process monthly data

Technologies Used

Google Cloud

Google Cloud

Google Cloud BigQuery

Google Cloud BigQuery



Google Cloud IAM

Google Cloud IAM

Google Cloud Logging

Google Cloud Logging

Google Cloud Monitoring

Google Cloud Monitoring


  • Quantiphi helped Penske Media Corporation (PMC) develop self-service, cost-optimized and analytical visualizations with an automated end-to-end pipeline capable of processing terabytes of data and providing audience engagement and marketing insights using their first-party data.
  • Quantiphi built visualizations on Looker for following topics -
    - Audience Analysis
    - User Behavior Analysis
    - Advertiser’s Share of Voice
    - CPM (Cost per Thousand) Benchmarks
    - Insights suchs as: Average Page Scroll depth by users, Average Time on Page, Ad clicks based on creative size, Total Impressions, Share of Voice comparison for different advertisers, etc.
  • Quantiphi implemented optimization techniques for the visualizations to depict insights for 30 days of data, which was previously 7 days, reduce time to load the dashboards and optimize query cost.


  • Unified permutive and Google Ads Manager data for more granular and previously hidden insights.
  • Optimized dashboards depicting insights for 30 days of data and improved dashboard load time to ~10-12 sec.
  • Ability to depict insights of engagement with various audience segments, advertiser share of voice, etc.

“Quantiphi helped PMC develop visualizations and insights based on PMCs first-party data. The insights are helping PMC better understand its audience and drive results for our clients. Quantiphi is an approved Google partner and was the clear choice when it came to finding a partner to help develop analytics dashboards. Most importantly, the Quantiphi team are true experts. From scoping to deployment, the team was knowledgeable, responsive, and took the time to understand the dataset. The Quantiphi team has been an invaluable partner when in developing PMCs visualizations and analytics capabilities. Thanks for all your help!”

Brett Goverman, Associate VP, Data Strategy, Penske Media Corporation

About Penske Media Corporation: "Penske Media Corporation (PMC) is a leading global media and information services company whose award-winning content attracts a passionate audience. Since 2004, PMC 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, Dick Clark Productions, WWD, SHE Media, Robb Report, Deadline, Sportico, BGR, ARTnews, Fairchild Media, Vibe, IndieWire, Dirt, Artforum, Gold Derby, and Luminate, the premier data and analytics company. 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. In addition, PMC owns several vital cultural events such as SXSW, LA3C, Life is Beautiful, Latin Music Week and ATX Television Festival. 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"

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