NYT plans to debut new generative AI ad tool later this year
It Plans to Make the New Tool Widely Available to Marketers in the Second Half of The Year
“This obviously demonstrates that we believe GenAI is an enabler and can be something that is effective for our business when used responsibly,” said Joy Robins, global chief advertising officer.
The new technology, which is being created internally at the Times, will deliver a recommendation for where an ad campaign could perform best based on its message or objectives. The tool can also be used to target niche audiences that were previously unidentifiable based on their interests, aspirations and opinions. For example, a car company looking to position itself as family-friendly might use the tool to align some of its messages with articles about technology and others to pet owners across the Times’ site and app.
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