Condé Nast, the high-end magazine publisher, has announced it will go from being a client of the digital advertising company Flite to owning 11% of it. Flite provides cloud-based advertising technology that allows marketers to change the text and images of digital ads in real-time. The technology also allows ads to carry sharing icons for social media sites like Twitter, Facebook, and Pinterest. Robert A. Sauerberg, president of Condé Nast, told Media Decoder that this investment is part of their aggressive strategy to meet consumer and marketers’ needs in terms of digital offerings.
The investment in Flite is one of several deals Condé Nast has made recently. The company has also invested in Trigger Media, which helps create digital media companies and products, and Moda Operandi, a fashion Web site. In April, the company acquired ZipList, a digital and mobile shopping list and recipe service.