The Post is pitching a new ad product, FeedBuilder, that creates multiple versions of ads and matches them to people based on what they're reading
that limit the collection of people's data, the growing use of mobile devices that don't support cookies, and consumer aversion to poorly targeted ads.
The Washington Post is trying to get ahead of the shift with a new ad product it recently started pitching called FeedBuilder. The product uses automation to spit out dozens of versions of an ad and then contextually matches the ads to people based on the subject of the article they're reading on the Post's site.
To do the contextual matching, FeedBuilder uses Clavis, a content personalization tool the Post created a few years ago that recommends articles to people based on their reading history. Someone reading a health article might see an ad for a company's health-related product, for example.The Washington Post
The Post is right in line with current trends, as dynamic creative is one of biggest growth areas among advertisers, said Chris Wexler, SVP and executive director of media and analytics at the agency Cramer-Krasselt. Advertisers recognize the need for ads that are privacy-safe and people respond better to ads that are more relevant to them.There are catches, though.
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