NYTimes.com Promotes One-to-One Advertising Model

The New York Times Electronic Media Co launched its first trade advertising campaign for the Times’s Web site, detailing how the site’s advertising model delivers highly targeted one-to-one online advertising.

“The demographic information provided to us by over seven million registered users, coupled with state-of-the-art software to manage this data, allows us to offer advertisers an extraordinary targeting capability not found anywhere else on the Internet,” said Martin Nisenholtz, president of The New York Times Electronic Media Co.

“This new campaign marks the first time we are publicly talking about what has taken us years to develop and what we believe to be the model on which online advertising will be based in the future.”

The national print and online campaign explains how advertisers on The New York Times site can achieve quantifiable results through the use of the site’s Decision Support System (DSS). Using a proprietary version of Real Media’s Open AdStream, DSS allows advertisers to target ads to specific profiles culled from the site’s database of more than seven million registered users. DSS stores data anonymously across five dimensions including user-supplied demographics, content behavior, technographics, transactions and ad/promo responses.

The Wall Street Journal is doing something similar; click here to see an earlier story on WSJ.com The new campaign was created by Boston-based PARTNERS & Simons Inc. It will break in various national advertising and technology print trade publications beginning April 12, and will run during the spring of 1999. Spending was not disclosed.