Unlock the power and scale of The New York Times’s industry-leading first-party suite of targeting.
BrandMatch
GenAI powered targeting that delivers unique segments, custom-created for each campaign.
When we embarked on our first-party journey back in 2019, ensuring the privacy of our readers was paramount. Our first-party portfolio supports data privacy, without sacrificing audience insights, and allows us to deliver performant ad solutions with precise audience targeting for our advertisers. It powers New York Times Advertising's work with brands and companies, helping them understand what audiences care about now and what they will care about next.
100+ million weekly active users visit The New York Times, including nearly 50 million average weekly active users across Cooking, Wirecutter, The Athletic, Audio and Games. By identifying connections between audience, content and perspective, we've successfully driven ad engagement 6X more effectively than IAB benchmarks.
We’ve applied GenAI technology to the award-winning journalism of The New York Times, to discover unique targeting for every campaign.Powered by GenAI, BrandMatch captures the nuances of a brand and its audience by “understanding” a campaign brief and building personalized targeting segments. It can do so by finding articles that are most relevant to the brief, and then building audience segments based on the readership of those articles. BrandMatch is New York Times Advertising’s enhanced way to match a brand’s message with a unique audience, updated in real time.
Through machine learning analysis, we've identified meaningful associations between article content and reader emotion and then applied deep learning to create a predictive model. Brands can now target specific articles we predict will evoke particular emotions in our readers. 21 Emotions are available, including:
- adventurous
- amused
- boredom
- competitive
- fear
- happiness
- dislike
- hope
- in-the-mood-to-spend
- indulgent
- informed
- inspired
- interest
- love
- optimistic
- self-confident
- sadness
- nostalgic
- stressed
- disappointed
- curious
Brands have the opportunity to target ads to articles we predict will motivate our readers to take a particular action.
10 Motivations are available, including:
- Go on an outing
- Donate to a cause
- Take control of my finances
- Splurge
- Watch something
- Make a healthy change
- Plan for my future
- Grab a bite
- Stay up to date
The inverse of perspective targeting: we exclude your messaging from content we predict will evoke certain reader sentiments.
- not adventurous
- not amused
- not boredom
- not competitive
- not fear
- not happiness
- not hate
- not hope
- not in the mood to spend
- not indulgent
- not informed
- not inspired
- not interest
- not love
- not optimistic
- not self-confident
- not sadness
- not nostalgic
- not stressed
- not disappointed
- not curious
Brands can target specific, niche content areas that matter to them and their target audience with Topic Cluster Targeting, The Times’s proprietary topic model, helping brands reach audiences accurately and at a hyper-granular level.
100+ Topics are available in a variety of subjects:
- Arts & Entertainment
- Business
- Education
- Environment
- Fashion
- Finance
- Food & Drink
- Government
- Health
- Lifestyle
- News
- Political Movements
- Puzzles
- Real Estate
- Science
- Sports
- Technology
- Transportation
Access over 160+ proprietary segments, with more to come, including shopper segments and influencer audiences.
Target by age, generation, gender, household income, education and marital status.
Financial
- HHI
- HHI 50-75K
- HHI 75-100K
- HHI 100-150K
- HHI 150-250K
- HHI 250K+
- HHI 250-500K
- HHI 500K+
- Investable Assets
- IA $100K-$1M
- IA $1M-$25M
- IA $25M+
Education
- Undergrad Degree
- Graduate Degree
- Current Students
Age
- Age Ranges
- Adults 18-20
- Adults 21-24
- Adults 25-29
- Adults 30-34
- Adults 35-39
- Adults 40-44
- Adults 45-54
- Adults 55-64
- Adults 65+
- Generations
- Millennials
- Gen X
- Boomers
- Life Stages
- Retirement
- Planning to retire
- Retired
- Parents
- New Parents
- Parents of Teens
- Marital Status
- Single
- Married
- Retirement
Age
- Adults 18-20
- Adults 21-24
- Adults 25-29
- Adults 30-34
- Adults 35-39
- Adults 40-44
- Adults 45-54
- Adults 55-64
- Adults 65+
Generations
- Millennials
- Gen X
- Boomers
Life Stages
- Planning to retire
- Retired
- New Parents
- Parents of Teens
- Marital Status: Single
- Marital Status: Married
Business: Reach C-Suites, business decision-makers, specific industries and retirees.
- Small Business Owners
- BDMs
- C-Suites / Executives
- All decision-makers
- Finance decision-makers
- IT decision-makers
- Sales and Marketing decision-makers
- HR decision-makers
- Healthcare decision-makers
- Industries
- Education
- IT & Software
- Government
- Financial Services
- Healthcare
- Non-Profit
- Media
- Retail
- Manufacturing
Access everyone from fashionistas to jet setters, to environmentalists.
- Interest in Personal Finance
- Fashionistas
- Interest in Luxury Fashion
- Home Chefs
- Television Watchers
- Jetsetters
- Music Listeners
- Interest in Tech Industry
- Environmentalists
- Art Aficionados
- Theatergoers
- Activists
- Interest in Wellness
- Interest in Personal Beauty/Cosmetics/Spas
New York Times Advertising enables brands to directly reach and engage with any audience.