Last week, Nieman Lab reported that USA Today Co. — the parent company of USA Today (formerly Gannett) — has entered a partnership with data firm Palantir to monetize what the company described as "actionable intelligence" derived from reader data.
USA Today CEO Mike Reed said the initiative aims to "build a common intelligence layer" across reader data to "monetize those relationships faster and at much greater value." The announcement prompted immediate concern among newsroom staff and their union representatives.
Union Says Partnership Risks Trust And Reader Privacy
Employees represented by The News Guild, the largest communications and media union in the U.S., said they were "shocked" by the move and demanded that USA Today Co. "immediately end its partnership with Palantir." The union argued the deal could undermine trust in the news organization and raised questions about how readers' personal data will be handled and protected.
"While [Reed] championed this partnership as a way to drive revenue, we believe it threatens to undermine trust in our news outlets and raises serious questions about the data security of our readers," the statement read.
The News Guild also highlighted broader ethical concerns, saying Palantir's software has been used for surveillance and immigration enforcement. The union warned that partnering with a company regularly covered in news reporting creates an inherent conflict of interest and could put journalists at risk of compromised credibility — especially those covering immigration enforcement and protests.
Context And Controversies Surrounding Palantir
Palantir, co-founded by Peter Thiel, has long been a controversial contractor. Reporting and critics point to the company’s past work with U.S. Immigration and Customs Enforcement (ICE) and to investigations that have connected the company to U.S. military operations abroad. The company and its leadership have also faced scrutiny over public statements and internal culture.
Internally, some Palantir employees have reportedly voiced unease about the company's work. Externally, the firm has faced setbacks: its contract with the U.K. National Health Service has been closely scrutinized, and London Mayor Sadiq Khan blocked a Palantir deal with the Metropolitan Police, saying the force did not demonstrate value for money.
Industry Context
The News Guild framed the controversy within a broader industry crisis, noting that publishers increasingly point to AI-driven strategies as justification for major newsroom layoffs. Journalists say transparency is essential: without clear answers about data collection and safeguards, the union asked, "How can journalists encourage readers to subscribe to our news outlets?"
For now, newsroom staff and union leaders are calling on USA Today Co. to disclose details of the agreement or to end the partnership to preserve journalistic integrity. The debate highlights growing tensions as legacy news organizations explore new revenue sources tied to advanced data tools.
More on Palantir: Reports: "USA Today Partners With Palantir to Gain 'Actionable Intelligence' On Its Audiences."
