The Washington Post has built an ad product that uses artificial intelligence (AI) to serve brand-created content to people, based on their past reading behaviour. The product, which is called Jarrod Dicker, is aimed at brands that require distribution of native ads but don't want to pay a publisher to build a custom campaign, said Own, vice-president of commercial product at the Post. By making native ads more targeted, the Post aims to attract marketers that are decreasing native ad spend in favour of publishing and distributing their own content.
The Washington Post has built an ad product that uses artificial intelligence (AI) to serve brand-created content to people, based on their past reading behaviour. The product, which is called Own, is aimed at brands that require distribution of native ads but don't want to pay a publisher to build a custom campaign, said Jarrod Dicker, vice-president of commercial product at the Post. By making native ads more targeted, the Post aims to attract marketers that are decreasing native ad spend in favour of publishing and distributing their own content.