Condé Nast is reportedly taking an 11% stake in digital advertising company Flite, of which it was previously a client, in an undisclosed deal. According to sources at the New York Times, the firms will announce the deal next week. Flite is a cloud-based advertising platform that allows marketers to analyse and alter digital ads in real time. The firm’s technology allows its ad customers to see which ad formats and images are most effective with consumers. Flite is just the latest company Condé Nast has invested in recently, following deals with digital publisher Trigger Media and fashion site Moda Operandi.