Gannett Is Using Deep Learning to Determine Why Certain Ad Designs Work

The newspaper giant wants to beef up its local marketing services

Gannett is turning to a form of artificial intelligence to design better online ads.

The USA Today publisher recently rolled out a new internal platform that uses deep learning and computer vision to determine which images, colors and other design aspects work best in online ads across its dozens of local news sites. The company says the tool has boosted click-through rate by between 10 percent and 33 percent in four out of five A/B tests it conducted (the difference remained flat in the fifth test).

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