Vox Media Buys Data Science Startup OpBandit

US publisher Vox Media has acquired data science firm OpBandit, in a bid to help online publishers and marketers track how readers view, share and interact with content. Terms of the deal were not disclosed.

Founded in 2012 by former Washington Post execs Brian Muller and Blaine Sheldon, OpBandit automatically tracks information about readers and their behavior, and uses it to deliver the best content version for user engagement. The firm's tools enable users to test headlines, images, and content placements, and then decide which content should be shown for individuals arriving at the page from different sources. For example, those who read an article on the publisher's homepage may receive a different headline and photo than those who arrive there from Facebook or Twitter.

In its blog, Vox Media said it is integrating the OpBandit technology and algorithms into its proprietary storytelling and audience platform Chorus, and as part of the deal, Muller and Sheldon will join the Vox Product team.

Web sites: www.voxmedia.com and www.opbandit.com .