Washington Post’s ‘Bandito’ Tool Optimizes Content For Clicks

The Washington Post is experimenting with technology to automatically optimize articles on its website for maximum readership.

A new internally-developed tool, dubbed “Bandito,” allows editors to enter different article versions with varying headlines, images and teaser text into its content management system. The technology then detects which version readers are clicking or tapping on more, and automatically serves that version more frequently on the homepage and other areas of the Post’s site.

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