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

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

It’s no secret that sports marketing is one of the hottest topics on marketers' minds. Determine the best way for your brand to show up at ADWEEK Brand Play: A Sports Marketing Summit. Register now to join in NYC or virtually on May 9.

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.

Dow

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in