Founded in 2013, Austin-based TrendKite uses artificial intelligence and analytics to measure the effectiveness of communications campaigns against companies’ business objectives.

Erik Huddleston, the company’s chief executive, will become president of Cision as part of the deal.

Following the transaction, the platform will continue to be offered as a standalone application, becoming part of Cision’s Communications Cloud offer in the long term. The combined service will offer improved campaign measurement, media monitoring and analysis, and earned media targeting.

The move is the latest in a number of technology acquisitions from Cision, following its purchase of social media business Falcon.io earlier this month.

Kevin Akeroyd, chief executive at Cision, citing recent research that found marketers and chief communications officers believe that comms measurement and business objective attribution could be improved, said: “Combining Cision and TrendKite will address this important objective for industry professionals worldwide.”