The New York Times Offers Behavioral Targeting to its Advertisers [file under “failure to really disclose” department]

Excerpt from the New York Times “Audience Targeting” page for advertisers:

“Target your Ideal Audience

As the #1 reaching newspaper site on the Web, has an extensive database of reader-supplied information. Through reader surveys and registration data analysis, we can offer you access to your ideal audience.

Main Types of Targeting on

  • Contextual
  • Behavioral
  • Registration Based/Demographic
  • IP-Based Company Information
  • Geographic…
  • Behavioral Targeting

    This offers you the ability to reach niche audiences based on readers’ demonstrated interest wherever they are on By utilizing this premium-targeting tool, you can exponentially increase the number of opportunities to reach your niche audience. Experience more efficient use of marketing budgets, expanded ad placement opportunities and increased media impact and effectiveness.

    How it works: collects anonymous data on user behavior on the site. We can track broad behaviors – like visits to particular sections – and narrow ones – like reading about a particular topic or demonstrated interest in luxury real estate. With this data, interest segments are built…

    IP-Based Company Information

    Through information gleaned from visit IPs we can target against Industry and Fortune 500 or FTSE ranking. This allows for very narrow targeting of any visitor to the site, whether that user is registered with us or not.”

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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