The Washington Post has launched a real-time advertising campaign, one that pulls live content from social networks.
In order to do this, the publication is using Trove, it’s news aggregation technology that was previously used to launch reading services like Social Reader and Personal Post.
TechCrunch explains that “it’s using this technology for a campaign from the Cleveland Clinic, which is the official sponsor of the TEDMED event in Washington, D.C. The ads will automatically pull headlines and tweets about the TEDMED conference into the clinic’s display ads.”
While real-time advertising is not a new concept, the Washington Post’s approach is original in that Trove is its very own system, giving the company a chance to sell ads directly and not through an ad tech company or network.
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