How Dow Jones’ Amped Up Targeting Tool Drives New Business and Ad Revenue

AI-based targeting tool Thematic has increased revenue 333% from 2019

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Dow Jones, the parent company of titles including Barron’s and The Wall Street Journal, is using artificial intelligence to power a growing portion of its digital ads business, a strategy that has helped it increase revenue and win repeat business.

The publisher’s AI-driven ad-targeting tool, Thematic, serves personalized ads to readers based on the content of the article they are reading, their broader consumption history, user profile and a litany of other factors. For Dow Jones’ current fiscal year, which runs from July to June 2022, Thematic accounts for 12% of its digital bookings, according to the publisher.

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