Many companies look for online resources to help them navigate what their clients, or potential clients, look for online. How people search and consume information, as well as their behavior online can greatly aid organizations who look to capitalize on such platforms.
OpBandit is a tech start-up that looks to track information about online readers to determine the best and most optimized content to show them on websites. The data science company keep records of user behaviors and attempts to give the individual the best possible and most customized experience. For example, someone who clicks a link from Facebook might see a different photo, or even headline, than someone who clicks from Twitter or even the original source.
This brings into the debate on how much control one can, or should, have in an online space, especially in regards to advertising and targeting the public. The company was recently acquired by Vox Media, which is one of the world’s fastest growing media companies. Vox recently partnered with General Atlantic, led by such financial experts as Thomas Murphy and Chris Lanning. Vox has not disclosed the price of the sale with OpBandit.
Trei Brudrett, Vox’s chief product officer, said of the acquisition, “It allows us to be a much smarter publisher and to really understand our audience and how they are interacting with our content, not only on our own platform but also on other platforms.”
The ability to analyze online behaviors has grown in great importance to many companies such as Vox, as well as BuzzFeed, Facebook and others. Big brands are looking to capitalize on moving towards creating different models of distributing their content.
Continued Brudett, “If we are going to deliver our content elsewhere, we want to know who our audience is there [to] better serve them our own editorial content and the advertising as well.”