Project Feels: How USA Today, ESPN and The New York Times are targeting ads to mood

Lately, media companies, including The New York Times, ESPN and USA Today, have rolled out ad products that they say can match ads to people in certain moods.

USA Today Network in 2016 started categorizing its content by topic and tone, and scoring it based on the emotions it’s believed to most evoke. Last year, it started to sell advertising based on that knowledge with a product called Lens Targeting. Kelly Andresen, svp and head of Get Creative, USA Today Network’s content studio,...

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New York Times [+]    ESPN and USA Today [+]    USA Today Network [+]    Lens Targeting [+]    Andresen [+]    Get Creative [+]   

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