Bloomberg is using its markets data to sell ads

Bloomberg Media is tapping its markets data to create custom display ads and now sells 27 different kinds, up from seven just two years ago, reports Max Willens of Digiday.

Willens writes, “For example, if a company’s stock falls below a certain price, a visitor to Bloomberg’s owned and operated sites might see a special kind of ad creative.

“A format called DataLock, for example, scans an article for company names, pulls out data that provides a live, day-over-day performance chart for those companies and pairs it with an advertiser’s message. Another, called Rithm, gathers highlights from the day’s markets activity and algorithmically creates an infographic that can be deployed as everything from a banner ad to a video advertisement on the Amazon Echo Show.

“Some of the new ad units live in newer, more unfamiliar environs. Lens, a Chrome extension that allows users to access real-time data about companies and commodities mentioned in articles by mousing over them, secured Qualcomm as a launch sponsor. Others live inside of Bloomberg’s mobile app audience.”

Read more here.