Trajaan Joins Cision to Bring Search Intelligence into a Broader View of Consumer Behavior

Today, we’re excited to announce that Cision is acquiring Trajaan.

For Trajaan, this opens a new chapter in a mission we’ve pursued from the start: helping businesses understand what people need through what they search for.

Joining Cision brings our search intelligence together with complementary expertise in media intelligence and social listening. Together, we can help brands connect what people say publicly with what they independently investigate, and understand how brands appear in the information and AI-generated answers people encounter.

Why we’re joining forces

Businesses have many ways to listen to their audiences. Media monitoring shows which stories get published. Social listening reveals public conversations. Research captures what people share when asked.

Search adds a distinct perspective: what people choose to investigate for themselves.

Those searches can reveal questions customers haven’t raised publicly, concerns that need reassurance, and needs that existing products or content don’t address. They can also help teams test whether an opportunity attracting attention translates into sustained interest across markets.

AI-generated answers add another dimension. Brands need to understand how these answers describe their products, whether the information is accurate, and which sources influence the narrative.

Bringing these perspectives together gives teams more evidence for decisions about their markets, products, and communications.

How Trajaan complements Cision and Brandwatch

Cision helps PR, communications, and marketing teams understand the media landscape and act on it. Its CisionOne platform supports media monitoring, analysis, reporting, and journalist outreach, helping organizations track reputation and respond to developing stories.

Brandwatch, part of Cision, helps businesses understand audiences through social listening and consumer intelligence. It analyzes online conversations to uncover opinions, interests, and emerging issues.

Trajaan brings search intelligence: an understanding of consumer needs, market demand, and brand perception through search behavior and AI-generated answers.

These perspectives address related business questions:

• Media intelligence: Which stories are reaching audiences, and who is shaping them?

• Social intelligence: What are people discussing, sharing, and expressing publicly?

• Search intelligence: What are people trying to understand, compare, solve, or buy, and how do search and AI platforms represent the brand?

Together, they create a fuller basis for understanding audiences and deciding where to act.

What this means for brands

The value of broader intelligence becomes clear when a team faces a specific decision.

Stronger evidence before investing

A topic may generate conversation without creating lasting demand. Search behavior helps teams examine whether people are actively exploring a need, which benefits matter to them, and how interest changes over time.

Alongside social and media intelligence, that evidence can help businesses assess opportunities before committing budget.

A clearer understanding of market differences

The same category can attract interest for different reasons across countries and regions.

Understanding those differences helps teams decide where to focus, which needs to prioritize, and how to adapt their positioning. Search intelligence adds detail that broad audience assumptions can overlook.

Communications that address real questions

A published story and the questions it prompts are different pieces of evidence.

By connecting media coverage and social discussion with search behavior, teams can better understand what audiences need explained. That can inform a response to an emerging issue, a product launch, or recurring customer confusion.

Better visibility into brand representation in AI

When people ask AI platforms about a brand or category, the answers may shape their understanding.

Trajaan helps teams examine whether those answers are accurate, what context is missing, and which competitors or sources appear. That gives communications and marketing teams evidence to guide content updates and relevant outreach.

Our mission continues

Trajaan’s mission remains to help teams understand demand and make better decisions through search intelligence.

Joining Cision gives us the opportunity to pursue that mission with greater reach and complementary expertise. Our focus remains on helping customers turn audience questions and search behavior into useful evidence for their business.

We’ll share more about our plans as this next chapter develops.

Thank you to our customers, partners, and team for helping us reach this milestone. We’re excited to build on that work with Cision and Brandwatch, bringing a deeper understanding of what people say, what they seek, and the information shaping their choices.