Condé Nast Is Connecting Media Consumption and Purchase Data to Improve Branded Content
Like many of its peers in the media space, Condé Nast is delving deeper into the data game. Today, the publisher is announcing the launch of Condé Nast Spire, a new division that will focus on finding links between consumers' purchasing activity and their content consumption by connecting Condé's own first-party behavioral data—it collects more than 1 trillion new data points every month, according to the company—with insights from 1010data (which was acquired in a $500 million deal last August by Advance/Newhouse, an affiliate of Condé Nast parent company Advance Publications).
Spire will use the data to "build highly accurate microsegments focused on advertisers' business goals," per the company, as well as create custom content that's likelier to resonate with those consumer segments. All of the intelligence gathered during campaigns will be provided to Spire clients so they can be used for various marketing purposes.