It's added a competitive intelligence product and now Blueprint, a tool for marketers who want to find the best topics, formats and partners to reach their desired audience. Lara Vandenberg, Knotch's senior vice president of marketing and communications, told me that agencies had been asking the company to recommend which publishers to work with, so Blueprint is meant to meet that need. To accomplish this, she said Knotch is scouring the web for sponsored content, then automatically identifying elements like content, themes and trends. Marketers can then access this data by browsing through different themes and publishers. Blueprint offers detailed information about publishers, like how often they're publishing sponsored content, who their advertisers are and what kind of response they're getting. Vandenberg said the product will only be monetized on the brand side, but publishers can also claim their profiles, turning them into "Verified" accounts where Knotch measures their sponsored content directly. "The idea is for Knotch to be with a brand at every phase of the content cycle, except for the creating," Vandenberg said. Read more