The Economist is using data from its expanding ad tech stack to establish a dynamic approach to how its ads are created and served.

The brand has implemented the changes as it readies data-driven buying for digital video, according to a report in The Drum.

Matching the tags on The Economist‘s own content with popular content on other sites, the platform uses a mix of artificial intelligence and machine learning to target pre-planned headlines and graphics onto pages currently being viewed by its key audiences.The Economist is also exploring how it can translate the same strategy and tech to the more premium video format. The Economist Executive Vice President of Brand and Digital Marketing Mark Cripps said: “Something very provocative would of course get high click-through-rates but that doesn’t necessarily lead to

higher subscriptions. “If you try to subjectively impose your own thoughts on what’s going to work then that doesn’t necessarily reflect the reality.”