From UW-Madison student John Hamel:
An online advertising firm called the Rubicon Project could be the defibrillator needed to revive perishing news outlets, according to an LA Times article. The firm claims it can increase online revenue for newspapers and news organizations by an average of 60 percent through a process called ad optimization. News sites typically have a more diverse audience than current automated ad systems can target efficiently. With the Rubicon Project’s ad optimization programming, page content is paired with ads relevant to the reader demographic more effectively, creating a higher response rate and ultimately a better return on the investment for the advertiser.
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