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Illustration: Axios Visuals

Publishers are investing in new technologies to serve users more personalized content based off of their emotional response towards about certain topics and stories.

Why it matters: For decades, dated metrics of marketing success, like click-through rates, have been used to justify ad spending and other marketing investments. Now, AI will help marketers understand what motivates someone to buy or take action on something, and that may not always be a click.

Between the lines: Facebook has taken a beating from the media for filling feeds with news that plays on readers’ emotions and pre-existing views.   Now, media companies are stealing some of those tricks. 

The difference is that these experiences are customized per user, and your emotional response to any content cannot be seen or influenced by another person's reaction displayed in a feed.

Some of the major players:

ESPN announced at its first network Upfront this year that it can target ads to sports fans across its digital platforms based not only on their interests or demographics—like Facebook and Google do—but on their wildly changing emotions, Quartz reports.

  • It gets most of the data used from consumer behavior with their digital properties, like its ESPN app.

The New York Times' Advertising & Marketing Solutions Group plans to launch Project Feels this year, a data science project where the intent is to understand and predict how emotions and engagement connect.

  • The Times will launch "perspective targeting" based on machine learning as a new ad product, which allows advertisers to target their media against content predicted to evoke reader sentiments like self-confidence or adventurousness.

CNN's Great bIg Story announced "E.Q." (Emotional Quotient)  last year — an analytics tool that examines the emotional impact of stories.

  • It's currently used internally to determine the emotional response of videos evoked across platforms but they are continuing to invest in the technology to develop it for use for clients. 

Go deeper: Marketers: AI will make clicks less relevant.

Go deeper

Biden: DOJ should prosecute those who defy Jan. 6 subpoenas

President Biden speaks with reporters at Bradley International Airport in Windsor Locks, Connecticut. Photo: Brendan Smialowski/AFP via Getty Images

President Biden said Friday that the Justice Department should prosecute those who defy subpoenas from the Jan. 6 select committee.

Why it matters: The president's remarks come one day after Donald Trump ally Steve Bannon failed to show up for a deposition before the committee.

Updated 1 hour ago - Politics & Policy

Bill Clinton hospitalized for non-COVID-related infection

Former President Bill Clinton. Photo: Win McNamee/Pool/AFP via Getty Images

Former President Bill Clinton was admitted to the University of California, Irvine Medical Center on Tuesday for a non-COVID-related infection, his spokesperson Angel Ureña said Thursday.

The latest: In an update on Friday, Ureña said Clinton's health indicators are "trending in the right direction, including his white blood count which has decreased significantly."

Tina Reed, author of Vitals
6 hours ago - Health

FDA panel endorses shot of J&J booster for adults

Photo: Wolfgang Kumm/picture alliance via Getty Images)

Members of the Food and Drug Administration's vaccine expert panel on Friday unanimously endorsed a booster shot for adult recipients of Johnson & Johnson's COVID-19 vaccine at least two months after the initial dose.

Why it matters: The advisory committee raised concerns about a dearth of data to support their decision but ultimately decided to support an additional shot for those over 18.