Washington Post Takes ‘Amazon’ Approach to Native Ads

Digiday: Advertisers may complain that it’s hard to scale native ads, but they also want them to be put in front of the right people. The Washington Post believes it has found the solution in its own newsroom, of all places. The newspaper’s data wonks built a tool called Clavis that recommends articles to readers, inspired by the product-recommendation engine used by Amazon. The Post’s revenue chief, Jed Hartman, saw how ad sales could adopt Clavis to bring targeting to its native ad offering.