The new features based on Klout technology will allow Lithium to accelerate its move into providing consumer insights to its customers.
In a deal worth $200 million according to some reports, Klout will join Lithium to become "one of the biggest data footprints of consumer attitudes, preferences, and activities on digital channels," Lithium says.
The company has conducted an initial test of native advertising in its new feed feature, and achieved what it deemed to be "great" results. At the same time, Klout is reportedly being sold to Lithium Technologies.
Traackr launched a revamped version of its platform, a move to make its tools more user-friendly in the increasingly competitive market for helping brands identify key influencers.
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