Why Media Buyers Are Mixed on Publishers Selling Ads Based on Emotion

The New York Times, The Daily Beast and USA Today are dabbling in the practice

Hand choosing smiley face from jar of emoticons

There's a new way to reach a target audience beyond age and gender demographics. Getty Images

May 19, 2019

As marketers increasingly look for new ways to reach their target audience beyond age and gender demographics, publishers such as The New York Times are rolling out a surprise new offering: advertising based on emotions.

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This story first appeared in the May 20, 2019, issue of Adweek magazine. Click here to subscribe.

Sara Jerde

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.