Newspapers tap data management for custom content delivery

02/26/2013 |

Newspapers are turning to data management systems that show readers the kinds of advertising and editorial content they've shown a preference for in the past. "The heart of this initiative was to monetize the tons of unstructured data we have in our content systems. We have data everywhere, but didn’t have any idea on how to put it together and make it actionable. We wanted to have a direct connection between user data and our ... ad server, and that was the driver of this decision," said Michael Moreau, GateHouse’s vice president of digital, which has adopted a system from Krux Digital.

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