Vox Media Buys Startup OpBandit to Track Its Readers

Financial Times: Vox Media has bought a data science startup as it looks to track more closely how readers view, share and interact with content across the Internet. OpBandit tracks information about readers and their behavior and uses it to determine the best content to show them on a publisher’s site. Readers who come to a Vox story about President Barack Obama through the website’s home page, for example, may see a different headline and picture than those who click through a link from Facebook or Twitter.