The Guardian launches machine learning tool

The Guardian Australia has launched a machine learning tool which automates story evaluations for contextual ad targeting, seeking to move beyond cookies and other identifiers.

The Guardian launches machine learning tool
Photograph: Srikant Sahoo on Unsplash.

Assisted by Google and Essence, the production of ads was automated so that each ad produced was contextually relevant to the individual article’s content.

The launch in Australia follows the success of similar campaigns led by The Guardian in the UK and USA, again assisted by Google.

Commercial director Mason Rook said: “I am excited about this project - working alongside Google and Essence, we can launch this technology here in Australia.”

He added, "This innovation brings the opportunity for the Guardian to offer renewed levels of relevance to brands through their advertising placement while maintaining a seamless personalised ad experience.”

Rob Maddison, Google’s media lead for Australia and New Zealand, said: “By coupling this with machine learning-powered ad technology, we can demonstrate the benefits of the Google Nest Hub in a relevant environment based on the context of articles and editorials people are reading.”

He added, “We are thrilled to have worked closely with The Guardian as a partner that can enable innovation within a premium and trusted news environment.”

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