‘This Is Not a Skunkworks Project:’ Six Months in, The New York Times’ Pivotal Is Driving ‘Many Millions’

As the ad rebound continues, clients are more open to partnering on sensitive topics


The post-pandemic ad comeback is taking many guises.

The New York Times is finding that ad clients are more likely to spend money on advertising around sensitive topics that previously were off-limits—like race, gender and climate—as long as they’re backed by data. That’s where the Times’ first-party data research arm, six-month-old Pivotal, comes in, informing ad campaigns and ultimately, driving more revenue for the publisher.

Climate, race and technology

The Times identified six content topics it knew would be important this year: climate, race, technology, gender, money and sex.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in