A year after rolling out Catalyst, its audience targeting and insights tool, Condé Nast Digital is enhancing the product to unify its audiences across digital and mobile platforms.
Like many publishers, Condé Nast has "seen massive growth in the last two years," said Christopher Reynolds, VP of marketing analytics for Condé Nast.
Last year, Reynolds said, it witnessed triple-digit percentage audience gains every month, year over year. Even with that slowing a bit this year, Reynolds said the publisher of brands like Vogue, Style.com, GQ and Wired is still growing at 60 to 70% year over year.
"Somewhere between 30 to 40% of our traffic is mobile," he says, "And we both collect data and would like to deliver audiences through our app environments and our mobile environments."
Instrumental to that will be Condé Nast's use of LiveRamp, a data on-boarding tool that for several years now has helped companies like Condé Nast mesh offline customer relationship management (CRM) data with online digital marketing applications for better targeting and more efficient spend. Just a few weeks ago the firm made its expansion into mobile official after working with several clients to perfect that broadened reach.
Data on-boarding is crucial to Condé Nast as it seeks to differentiate on its first-party audience data.