CANNES \u2013 Lost in the headlines about so-called fake news is the reality that artificial intelligence is making things better. But it\u2019s not lost on Washington Post.<\/p>\n

\u201cI think the way we think about AI is how to strengthen our journalism,\u201d Jarrod Dicker, Washington Post\u2019s Head of Commercial Product & Technology, says in this interview with Beet.TV at the Cannes Lions Festival<\/a> of Creativity.<\/p>\n

\u201cHow can we create more stories in a broader scope that are more factual, that allow us to be able to take artificial intelligence and API\u2019s to help us bring our journalism farther.\u201d<\/p>\n

What he finds particularly interesting right now is how companies like his are using AI to benefit their advertisers. This is important when some people are questioning whether brands are funding fake news and whether \u201cfake advertising\u201d exists, according to Dicker.<\/p>\n

\u201cI think it\u2019s up to the publishers to build in certain products and technologies and investments on our site and really bring them from point A to B faster,\u201d he says.<\/p>\n

Washington Post\u2019s effort in this regard is Postcards on the Post, which allows it to identify each consumer\u2019s consumption habit based on content type. It\u2019s used for branded content.<\/p>\n

As ADWEEK reports<\/a>, the initiative breaks down an immersive piece of branded content into its multimedia components, which can include infographics, video, text and photo galleries. These can all be turned into standalone units that are then targeted to individuals using available data on their content preferences.<\/p>\n

\u201cYou look at how different publishers are delivering their stories and it\u2019s always the same thing,\u201d says Dicker. \u201cHeadline with the description, similar to what the front page of a paper looked like in 1950 and 1960 a lot of modern home pages look exactly the same.\u201d<\/p>\n

This ignores the reality of how people consume content and how data brings these preferences to light.<\/p>\n

\u201cSo if we know that a consumer prefers video over text, over images, then why don\u2019t we deliver that medium to them directly where that promotion sits?\u201d Dicker says.<\/p>\n

Postcards on the Post delivers branded content \u201cin a very seamless and authentic way\u201d that our users are most likely to consume \u201cat that given point wherever they are.\u201d<\/p>\n

This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business<\/a>. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 Lost in the headlines about so-called fake news is the reality that artificial intelligence is making things better. But it\u2019s not lost on Washington Post. \u201cI think the way we think about AI is how to strengthen our journalism,\u201d Jarrod Dicker, Washington Post\u2019s Head of Commercial Product & Technology, says in this interview […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6586,6588],"tags":[4102,6026,6569,6601],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46629"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46629"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46629\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46629"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46629"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46629"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}