Variety.com announced that it will begin using Newstogram behavioral-tracking and recommendation technology from DailyMe.
The source for entertainment-industry trade news joins Spanish-language online and print news publisher impreMedia, which began using Newstogram in June.
Newstogram will operate in the background, tracking and analyzing news items read by users on a granular level, but not gathering any personal information. It will then generate data on user interests to tailor content specifically to users based on their previous behavior.
Variety.com general manager Jen Collins said:
Our audience relies on us for up-to-the-minute and breaking industry news. They’re short on time and looking for specific information related to what’s happening in their world at that moment. By implementing Newstogram, we have a detailed understanding of our user’s interests and can tailor Variety.com to each individual visitor, making us even more of a must-read resource than before.
And DailyMe CEO Eduardo Hauser added:
We’re helping digital publishers become indispensable to their readers. Newstogram improves news relevancy and personalization in a way that allows sites like Variety.com — which already offers highly specific information to its targeted audience — an even more focused way to extend and engage its audience.