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The New York Times is selling emotions to brands. Thanks to a tool it launched last year, the Times has used reader insights and machine learning to determine what its articles make readers feel, including happy, sad, hopeful and 15 other emotions.
The so-called “feels score” is then pitched to brands seeking to buy inventory near stories that make readers feel that particular emotion. Now, the Times is taking those insights one step further and determining readers’ potential motivations after reading the stories, executives touted at its sixth NewFronts presentation this morning, held at New York’s TheTimesCenter.