Condé Nast’s US arm is using software from the social bookmarking site Reddit, which it bought in 2006, to build a social networking promotion for one of its advertisers.
Visitors to the website for the Condé Nast magazine Lucky will be able to rank products on a top 10 list from the retail advertiser, Dillards.
The move is part of a trend that has seen magazine publishers snap up small technology companies to create innovative online advertising opportunities, the Wall Street Journal reports.
NatMags US parent Hearst, meanwhile, has acquired social shopping site Kaboodle and a question-and-answer tool called Answerology. The Kaboodle tool is used on the US versions of the Marie Claire and Cosmopolitan websites.