That was USA Today Co. CEO Mike Reed describing the company's new approach to reader data. USA Today says the technology will help deliver targeted articles, advertising, commerce opportunities and subscription offers in real time. USA Today Co. reported 158 million unique visitors in the second quarter of 2026, down from 180 million in the first quarter. Reed has said the data and intellectual property remain with USA Today Co., with Palantir providing the technology. That is the direction USA Today is now openly pursuing.