Exclusive: Reputation management and media monitoring company has been acquired by Canada Newswire.

The acquisition is not a complete surprise, as over the last five years CNW has been a key collaborator on the dna13 PR software platform, which they market and sell in Canada under the brand name MediaVantage.

“The integration of dna13 into CNW completely changes the basic concept of a newswire,” said CNW CEO Carolyn McGill-Davidson.

A dna13 spokesperson tells PRNewser, “Negotiations on this acquisition project began in earnest about 3 months ago.”

This acquisition will not affect the partnership between dna13 and Thomson Reuters in the U.S. market. dna13 announced the partnership in November 2009, in which dna13 became a part of Thomson Reuter’s PR software offerings.

CNW is co-owned by PR Newswire, and PRN CEO Ninan Chacko is on CNW’s Board. dna13 clients include Royal Bank of Scotland, Wachovia and the Miami Heat basketball team.