Washington Post Launches Its First Real-Time Ad Campaign

Thanks in large part to its personalized news aggregation technology Trove, The Washington Post has recently launched new reading experiences like Social Reader and Personal Post. Now it's starting to use Trove on the advertising side too, creating ads that pull real-time content from social networks. Specifically, it's using this technology for a campaign from the Cleveland Clinic, which is the official sponsor of the TEDMED event (one of the independent, licensed TEDx conferences) in Washington, D.C. The ads will automatically pull headlines and tweets about the TEDMED conference into the clinic's display ads, and they're running on The Post's homepage starting today.. (The ads are targeted to a D.C. audience, so if, like me, you live outside the are, you won't see them.)

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