Condé Nast Buys Social Media Data Firm CitizenNet

In the US, media company Condé Nast has acquired social media data and marketing platform CitizenNet for an undisclosed sum.

Los Angeles, CA-based CitizenNet uses machine learning, natural language processing and semantic analysis to interpret comments on Yahoo!, YouTube, Twitter, Facebook and other sites, and then deliver content and ads to targeted individuals. In a statement, Condé Nast said the deal will extend its own audience targeting and data capabilities through the integration of CitizenNet's platform with its own proprietary data product, 'Condé Nast Spire'. The latter combines online behavioral data with online and off-line purchase data to help optimize campaigns in real-time, at a personalized level.

Condé Nast's print, digital and video portfolio attracts more than 174 million social media followers via titles such as Vogue, Vanity Fair, GQ, The New Yorker and Condé Nast Traveler. Karthic Bala, the publisher's Head of Data Strategy, says the combination of technologies will provide clients with a one-stop solution for performance and measurement of campaigns across multiple channels and platforms.

CitizenNet's team of 42 employees is led by CEO Dan Benyamin (pictured), who comments: 'Condé Nast not only has some of the most iconic brands in the world, but also incredible data capabilities, and I'm looking forward to digging in with the team and unlocking the potential. We've only begun to scratch the surface of what machine learning and AI can do, and it's exciting to think about the possibilities of being a part of a global media company like Condé Nast'.

Web sites: www.condenast.com and www.citizennet.com .