Magazine publishers have been criticized for being slow to meet advertisers’ demands for performance metrics, but Condé Nast is taking a step in that direction with an investment in Flite, a cloud-based platform that lets brands measure and adjust their ads in real time.
Condé Nast has been a client of Flite's along with other publishers including Hearst Magazines, Forbes, Tribune Interactive and Federated Media; after today's announcement, it now owns 11 percent of it. Condé Nast president Bob Sauerberg told The New York Times that the investment represented an aggressive strategy to deliver “more scalable, robust set of digital offerings” to consumers and marketers.
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