Boston Globe to implement Phorm's ad technology

The company announced the deal on Friday, which will use its Machine-Learning Artificial Intelligence technology to identify and target specific audiences and extend audience reach to help advertising campaigns succeed.

Boston Globe will use the platform to increase advertising sales and performance, as well as optimised ad inventory control.

The media company’s vice-president of consumer sales and marketing Pete Doucette said they’re always looking to increase revenue and engage with new users.

“Phorm's technology will enable us to identify users in a deeper and more meaningful manner during their consumer journey with us and other sites, with an overarching objective of increasing our potential share of advertising spend."

Phorm chief executive Timothy Smith said they’re excited to be working with Boston Globe.:

"We are looking forward to demonstrating the power of our technology software platform and contributing to Pete and his team's enhanced understanding of their audience, delivering users more efficiently and recruiting new users of Boston Globe's content."