The Washington Post’s Research, Experimentation and Development (RED) team today introduced Feedbuilder, a new standard ad tech offering that combines automation and personalization to provide advertisers a better way to engage with readers online while improving the user experience.
Leveraging The Post’s in-house custom research team, a survey was conducted among subscribers and core users and found nearly three-quarters of the participants liked seeing ads contextually related to what they were reading. Additionally, a majority of these users felt negative connotations towards traditional cookie retargeting. Based on this feedback, RED developed an innovative tool that automatically builds multiple creative assets, scans all available content and then utilizes proprietary personalization technology to align ad units with what users are reading at the time or read in their current visit.
“Ad tech has traditionally put an emphasis on a user’s browsing history. As a result, readers are often shown the same ads from the same advertisers over and over, and that can be detrimental to the overall experience,” said Jeff Turner, head of ad product at The Post. “We’re taking a new approach, delivering a variety of ads that readers find more relevant and granting brands more functionality to achieve higher performance.”
With FeedBuilder, ads will auto-generate in real-time from a brand’s content feed and are then contextually matched leveraging The Post’s personalization technology to target topics at scale. Quality assurance is also built in to maintain high-quality ad units and to verify proper content targeting. This process ensures a better experience for subscribers and readers, while adding value to advertisers.