Emily Bell – the guardian – 5 may 2019
If only media (1)___________ could read your mind and offer you something in the moment you were likely to buy, all the financial woes of journalism would be over.
That hypothesis is being widely tested. The effectiveness of psychographic targeting is one (2)_________ being made by an increasing number of media companies when it comes to interrupting your viewing experience with advertising messages.
Last year the New York Times launched something called Project Feels, a departure for a media (3)_________ that prides itself on its emotional detachment, where the ads you are shown correspond to the emotion you feel. There are mountains of science behind it – the emotions in reading articles were crowdsourced to build predictive algorithms.
Team member, Alex Spangher, noted: “Across the board, articles that were in top emotional categories, such as love, sadness and fear, performed significantly better than articles that were not.” One example, the decision to not show you advertising at all if your football team is losing.
According to the (4)___________ presented at a digital advertising event in New York last week, ads targeted at readers based on their predicted moods rather than their previous behaviour improved the click-through rate by 40%.
Psychographic targeting doesn’t have a great public image. Cambridge Analytica, the company that misused Facebook (5)________ and, according to its own (6)___________, helped Donald Trump win the 2016 election, used psychographic segmentation. Improvements in machine learning should help eradicate the horrible business of showing insurance advertising to readers in the middle of an article about a devastating fire, this is increasingly called “brand safety”.
EXERCISES
1. Put the words in the blank spaces
a. brand b. figures c. bet d. purveyors
e. claims f. data
2. Find in the text the synonims to the following words:
BROADLY DISENGAGEMENT SORROWS AIMED
ABUSED
3. choose A, B, C from the following questions
1. What is the meaning of the expression in blue "across the board"…
a.- through the management group
b.- in general
c.- in the placard
2. what generates more clicks, your stored history of browsing or your emotional history?
a.- both generate similar clicks
b.- more the former than the later
c.- ads based on your feelings
3.- what company helped Donald Trump win his election?
a.- Psychographic segmentation
b.- Project feels
c.- Cambridge Analytica
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