Influential has announced a partnership with Condé Nast to implement its IBM Watson-enabled platform. The publisher will use the platform to offer a new service to advertisers: helping them to improve their reach via social media and measure the performance of their campaigns.

Influential’s platform uses IBM’s Personality Insights service to analyse unstructured data from an influencer’s social media feed, identifying key characteristics that will chime with a given demographic, allowing advertisers to select an influencer who both fits with the brand’s ethos, and resonates with its target audience.

“Partnering with Infleuntial to leverage Watson’s cognitive capabilities to identify the right influencers and activate them on the right campaigns gives our clients an advantage and increases our performance, which is paramount in today’s distributed content world,” commented Matt Starker, General Manager, Digital Strategy and Initiatives at Condé Nast.