The Washington Post Takes an Amazon-Inspired Approach to Native Ad Targeting

by: Lucia Moses | Digiday

Advertisers may complain that it’s hard to scale native ads, but they also want them to be put in front of the right people. Efficiency can mean more than one thing.

 

The Washington Post believes it has found the solution in its own newsroom, of all places. The newspaper’s data wonks built a tool called Clavis (“key” in Latin) that recommends articles to readers based on an analysis of keywords and phrases in their reading history.

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