Then, in 2010, Sports Illustrated formed a digital partnership with Time Warner's Turner Sports subsidiary, which owns the rights to the NBA, NCAA Men's Division, Major League Baseball, Nascar and the PGA Championship and broadcasts them on Turner channels like TNT and TBS. The idea was to pool the brands' online traffic and give digital advertisers a bigger potential reach, but the partnership was dissolved in April.

WSJ: Sports Illustrated, NBC Team Up for Television Show

But the company does have access to a large pool of real-world data, 28 exabytes of traffic from 1, 253 companies who have bought or tested its equipment.

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