Contextual Targeting

Context is powerful. The New York Times is utilizing new technologies to push the envelope and extend the definition of contextual targeting. Trailblazing to contextually target attributes that have never before been possible — emotions, controversy and social engagement are just the beginning.

Award-winning innovation

INMA
Award

Best Idea to Grow Advertising Sales

INMA
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Best Idea to Grow Advertising Sales

AdExchanger
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Project Feels

Data Products by The New York Times

By identifying connections between content and emotion, we've successfully driven
ad engagement 6X more effectively than IAB benchmarks

PERSPECTIVE TARGETING

Brands can target ads to specific articles we predict will evoke particular emotions in our readers.

MOTIVATION TARGETING

Brands have the opportunity to target ads to articles we predict will motivate our readers to take a particular action.

TOPIC CLUSTER TARGETING

Brands can target specific, niche content areas that matter to them and their audience, with Topic Cluster Targeting, the most accurate and hyper-granular algorithmic targeting yet.

18 Emotions available, including:
  • Optimistic
  • Inspired
  • Self-Confident
  • Adventurous
  • Competitive
7 Motivations available, including:
  • Take control of my finances
  • Watch something
  • Make a healthy change

100+ Topics available, including:

  • Art Auctions
  • Business Acquisitions
  • Luxury Fashion
  • Tech Start-Ups
  • Diplomacy
  • Love & Relationships
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