Meredith Digital will use SimpleReach's audience metrics to gain insight into its sponsored content campaigns across its portfolio of sites, including Better Homes and Gardens, Allrecipes, Parents, Martha Stewart Living and Shape.

Publishers and content marketers can use a tool like Audience Insights to determine how readers' data, such as age, gender, income and education, can help optimizing ad campaigns.

This tool can tie audience data with content level data for both individual pieces of content and an entire content campaign.

Matt Minoff, SVP of digital platforms and strategy at Meredith Digital, called this a “much deeper level of insight” to help publishers and their advertising clients better appreciate how their audience is engaging with their content.

"Audience Insights allows us to understand not only how many people are reading, watching, and sharing content we create for marketers, but also who's interacting with that content and why," Minoff stated

This tool could also help publishers find potential new audiences for their content, Edward Kim, CEO of SimpleReach told Publishers Daily. Marketers want to know how to measure the results and ROI of branded content in a “sophisticated” way.

Meredith's National Media Group reaches a multichannel audience of 220 million consumers monthly, including more than 60% of millennial women.