Condé Nast Is Connecting Media Consumption and Purchase Data to Improve Branded Content

Spire will help advertisers optimize campaigns

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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.

"This unique combination of our extensive first-party data and 1010data's purchase data gives us the ability to optimize campaigns in real time and on a highly personalized level," said Condé Nast chief digital officer Fred Santarpia in a statement. Added CMO and president of Condé Nast Media Group Edward Menicheschi, "We are again moving the industry forward by giving our advertising partners the ability to optimize campaigns in real time through the strategic use of our extensive data capabilities."

In the announcement, Condé Nast also revealed some of the findings determined by early beta testing of Spire. Among electronics customers, for example, people who consumed more humor, design and political videos were likelier to buy computers, and when provided with recommendations and reviews, made their computer purchases 25 percent sooner. In addition, among "big beauty spenders," consumers under 25 were found to be more engaged with content about spas and travel, while those over age 25 were more engaged with culture and celebrity content.

@adweekemma Emma Bazilian is Adweek's features editor.