Earned media platform Cision adds image tracking with ShareIQ purchase
ShareIQ’s technology is designed to track huge numbers of images across the web, even if they have been slightly modified.
Cision says its recently announced acquisition of Berlin-based visual content performance platform ShareIQ provides it with the technology to offer the first earned media platform that tracks visual as well as textual content.
Previously, Cision’s platform tracked image performance for brands, based on text associated with the image via social media hashtags or written metadata. It did not track the performance of visuals directly based on the image.
But ShareIQ’s patent-pending platform turns an entire image into a hash, then tracks it across the web even if there are small changes.
A hash is a unique code generated from a given file of data — in this case the configuration of bits in the image. With a cryptographic hash, a small change in the original file means a big change in the hash code, which is why a cryptographic hash is used to ensure that there has been no tampering with, say, a transmitted message.