NYTimes' New Product Serves Customized Branded Articles
The New York Times Co. R&D Ventures Group is unveiling its first commercial product: Ricochet, which enables brands to drive consumers to Times publication articles surrounded by display ads for the brand.
These specially branded articles will have their own URLs, which advertisers can distribute through social media or other channels.
Ricochet will eventually "become a self-serve platform that advertisers can use to search the Times. Co article database by topic, upload the ads they want tied to a given article, choose from a handful of page formats and set the duration of the campaign," writes Jason Del Rey.