Cision, a global leader in consumer and media intelligence, announced that it has acquired Trajaan, an industry-leading search intelligence platform, deepening Cision’s artificial intelligence (AI), data, and insights capabilities across its suite of products.
The acquisition builds on an earlier partnership between Trajaan and Brandwatch – a Cision subsidiary – announced in August 2025, and represents a strategic step toward creating a unified ecosystem that brings search intelligence, AI-driven analytics, and consumer insights together.
Under the terms of the agreement, Trajaan’s technology – which captures always-on, geo-localized search behavior from traditional search engines, e-commerce platforms, social channels, and emerging generative AI (GenAI) tools – will be integrated into Cision’s flagship products, including Brandwatch, CisionOne, PR Newswire, and Cision’s Insight Services.
According to Cision CEO Guy Abramo, the acquisition enables customers to gain a deeper, more predictive understanding of consumer behaviour — moving beyond descriptive reporting to anticipate trends, forecast demand, and make faster strategic decisions.
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Trajaan + Cision: A New Era of Predictive Consumer Intelligence
The chief aim of integrating Trajaan’s search intelligence into Cision’s ecosystem is to provide a 360-degree view of consumer intent — spanning what consumers search for, what they say online, and how they signal purchase intent. Unlike traditional analytics that rely heavily on social listening and post-hoc evaluation, the combined platform allows companies to:
- Validate trends in real time by unifying search and media signals.
- Forecast demand earlier through geo-specific search behaviour.
- Understand motivations more deeply by correlating search intent with sentiment and conversation data.
- See how GenAI platforms influence decision-making by revealing how AI agents interpret and recommend products or services.
This integration is especially salient as AI continues reshaping how customers discover information, interact with brands, and make decisions – creating new demand for tools that can quantify and interpret intent signals rather than merely describing them.
Why It Matters for the B2B Marketing & Advertising Industry
While Cision has traditionally been known as a provider of media monitoring, PR distribution, and social listening tools, the acquisition of Trajaan signals a broader shift toward predictive, AI-enhanced insights that can fuel more strategic marketing and advertising decisions. Here’s how this deal may reshape the B2B landscape:
From Descriptive to Predictive Intelligence
Historically, many analytics platforms have focused on what happened (descriptive analytics). With Trajaan’s search intelligence integrated, Cision’s tools can now forecast what is likely to happen next — such as emerging search interest, category shifts, and potential demand spikes. For B2B marketers and advertisers, this means campaigns no longer have to rely solely on lagging indicators like past clicks or mentions. Instead, they can anticipate trends and adjust strategies before competitors do.
This represents a significant upgrade in capability – especially for agencies and marketing teams that must justify investments and outcomes to enterprise-level clients.
Better Alignment With Customer Intent
Search behaviour often reflects authentic consumer intent earlier in the funnel – particularly in business purchase decisions where research plays a critical role. The ability to combine search signals with social and media intelligence gives B2B brands a more refined picture of what their audiences are actively researching, considering, and planning, which enhances segmentation, targeting, and personalization strategies.
For example, a technology vendor could detect rising search interest in specific software features months before competitors notice via social channels — and tailor content, messaging, or demand-gen campaigns accordingly.
Enhanced Competitive Benchmarking
Integration of cross-platform search intelligence helps businesses benchmark their performance more comprehensively against competitors — not just in terms of share of voice, but in intent share. B2B advertisers can track how often audiences search for competitor products, pain points, or alternatives, offering earlier signals of shifts in buyer priorities.
This provides a competitive edge in environments where purchase cycles are long and decisions are influenced by multiple stakeholders.
Deeper GenAI Insight and Optimization
As generative AI continues to influence discovery and purchase decisions – for example, by summarizing options or recommending solutions – understanding how AI platforms interpret search and suggest products becomes increasingly critical. Trajaan’s visibility into this layer of behaviour gives marketers new insight into how AI-powered assistants shape customer journeys – a dimension that traditional analytics often overlook.
For businesses operating in B2B advertising, this means aligning campaigns not only with human behaviour but also with emerging AI-mediated discovery patterns — potentially improving ROI.
More Effective Integrated Campaign Planning
By combining search, social, PR, and media analytics into a single view, Cision’s enhanced suite supports truly omnichannel planning — enabling teams to coordinate campaigns across search, content marketing, paid media, and earned media with a shared data foundation. This integration helps ensure that messaging is consistent, insights are unified, and execution is more efficient.
Business Impact and Strategic Implications
The acquisition of Trajaan also reflects broader changes underway in the marketing and advertising technology landscape:
- AI-driven insights are becoming table stakes for competitive differentiation.
- Combined data sources deliver richer predictive intelligence and more actionable recommendations.
- Companies that invest in intent data are better positioned to guide long B2B sales cycles and complex decision journeys.
- Agencies and brands that adopt AI-enhanced analytics can make faster, more confident strategic moves, crucial in markets defined by rapid shifts in buyer behaviour.
Cision’s move to fully integrate Trajaan into its portfolio – encompassing Brandwatch, CisionOne, PR Newswire, and more — signals a strategic bet on unified, AI-powered insight platforms as the future of marketing and communications intelligence.
Conclusion
Cision’s purchase of Trajaan is a major move in marketing and communications analytics. It moves beyond basic reporting to predictive, intent-driven intelligence. This integration helps B2B marketers, advertisers, and businesses understand complex buyer journeys. It provides better insight and aligns with customer intent. It also enables more efficient, data-driven decisions across campaigns and channels. Cision’s acquisition puts it and its customers ahead in smart marketing and advertising. Demand for AI insights is rising fast.