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Palantir constructed its authentic enterprise on authorities work, together with contracts with the Protection Division and Immigration and Customs Enforcement. However in recent times, the information analytics firm has additionally begun promoting to media and advertising and marketing corporations.
In December 2025, Fox Information Digital struck a cope with Palantir to construct the interior platform that now helps the manufacturing of the overwhelming majority of its articles. In June, Zeta World signed a seven-year partnership with Palantir, and Stagwell has constructed two advertising and marketing merchandise on its platform. And in August, USA In the present day Co. introduced a deal that may let it analyze and monetize its viewers information.
A few of the offers have drawn scrutiny. Greater than 800 USA In the present day Co. staff throughout 31 unionized newsrooms urged the corporate to finish its partnership, citing considerations over reader belief, information safety, and editorial independence.
However Palantir’s polarizing status—supporters view its protection tech and AI capabilities as important, whereas detractors take subject with its surveillance tech, amongst others—didn’t weigh closely on the executives behind these offers.
“There was no concern about status threat,” stated Stagwell chairman and CEO Mark Penn. “We consider in Palantir and what it’s doing.”
For executives on the media and advertising and marketing corporations, what Palantir may do with their information, how shortly it may do it, and, in some circumstances, which prospects it may deliver alongside finally made the case for the partnerships.
For Palantir, the tie-ups have enabled the corporate to be taught, enter, and ally itself with key figures within the promoting house, half of a bigger technique for the intelligence agency to broaden its enterprise into “business information” extra broadly, per Penn.
Palantir didn’t reply to a request for remark.
Making sense of large information
Media and advertising and marketing corporations sit on monumental quantities of fragmented information.
Zeta works with 550 million opted-in people and, at peak season, handles greater than 7,500 computations per millisecond, in response to CEO David Steinberg. Stagwell’s information units span 1 billion touchpoints and 140 million U.S. households, in response to John Kahan, its chief AI officer, who beforehand served because the chief information and analytics officer at Microsoft.
To make sense of those huge troves of information, Palantir pitches what it calls an “ontology,” in response to Kahan, a single, organized mannequin of an organization’s information and operations that folks and AI programs can question and act on. That functionality grew to become much more worthwhile as soon as massive language fashions arrived, in response to Kahan.
