Cision, already a shareholder in the social media analytics provider, is set to pay $450m to acquire it, following $63m in funding.

Public relations and marketing services provider Cision has agreed to acquire portfolio company Brandwatch, a UK-based developer of a social media monitoring and content marketing analytics software, for $450m.

Brandwatch’s platform uses artificial intelligence technology to provide insights to consumer brands and marketing agencies on their social media interactions with the public. It also provides analytics tools as well as consumer data and market research.

The company said its product has supported more than 2,000 brands and agencies globally. Cision…