NYT Announces Real-Time Ad Serving Via Twitter
The New York Times Idea Lab has launched Sparking Stories, a technology that uses what's trending on Twitter to serve ads in real-time.
"Twitter is a human network that can take on the characteristics of media," said Michael Zimbalist, VP, R&D operations, The New York Times, in an interview aired on Beet.TV. Zimbalist explains how the New York Times uses Twitter's trending data to follow how certain audiences react to and share different stories on Twitter.
Zimbalist says Spark Stories allows the company to study the demographics of an audience that shared a specific story in order to "activate" that same audience again in the future (and accurately predict its reach). From there, Spark Stories allows better ads to be served in real-time to the right audiences.
Recent RTM Daily Articles
-
SAP Commits Additional $250 Mil. To Real-Time Fund May 17, 1:55 p.m.
Venture Beat has reported that SAP has committed an additional $250 million to its high-performance analytics ... -
'Tricks Don't Work In Social' May 17, 12:57 p.m.
At IAB's recent Social Media Agency Day, one of the panels was titled, "Social: Planning for ... -
The Telegraph's Izlan: RTB Offers More Control May 17, 12:18 p.m.
Rubicon Project today release a Q&A with Lara Izlan, head of programmatic trading and yield optimization ... -
Why Brands Need A DSP May 16, 7:34 p.m.
The Drum reported that at the IAB Mobile Engage conference, Emmett Geany, business development director, Adfonic, ... -
Wilson Predicts 10 Years Until Full Programmatic May 15, 11:55 a.m.
"Within 10 years, all digital media will be traded programmatically," Brett Wilson, CEO and co-founder of ... -
Real-Time Analytics Can Complicate Existing Challenges In Email May 14, 3:37 p.m.
On Monday, BtoB explained why real-time analytics are often double-edged swords for email marketers. Citing a ... -
RTB Video - One Among Many? May 8, 3:58 p.m.
ClickZ asked today whether or not real-time bidding (RTB) is the only winner in the online ... -
EBay To Share Data May 6, 12:07 p.m.
Adweek reported today that "eBay will soon start sharing its user data with brands so they ... -
Programmatic Display, AdWords, Or GDN For Online Targeting? May 6, 11:49 a.m.
Search Engine Land today pitted AdWords, Google Display Network (GDN), and programmatic display against each other ... -
Why RTB Should Be Adopted Now May 3, 1:07 p.m.
The Drum gave 10 reasons why RTB is needed as part of a company's "performance strategy." ...
Be the first to comment on "NYT Announces Real-Time Ad Serving Via Twitter"
Leave a Comment