How Dotdash Meredith Collaborated With OpenAI On A Contextual Advertising Product

Understanding the Dotdash Meredith and OpenAI Partnership

In a significant move last year, Dotdash Meredith partnered with OpenAI, expanding the capabilities of its content and advertising platforms. This collaboration aimed not only to integrate OpenAI’s advanced language model with Dotdash Meredith’s offerings but also to enhance its contextual advertising product known as D/Cipher.

Lindsay Van Kirk, the Senior Vice President and Group General Manager of D/Cipher, highlighted the benefits of working with OpenAI. She stated in a recent live recording for the Digiday Podcast that the collaboration enables a deeper understanding of language, allowing for more meaningful connections between pieces of content. This is particularly valuable when analyzing user interactions across their extensive portfolio of 40 websites.

The Role of Large Language Models (LLMs)

The integration of OpenAI’s large language models has significantly improved the performance of D/Cipher. Historically, the tool could identify user interests and purchasing intentions based on articles visitors engaged with. However, the addition of LLMs has made it possible to draw connections that go beyond mere keyword matching. By incorporating contextual information, these models analyze sentiment and subject matter to provide a richer understanding of user behavior.

According to Van Kirk, this enhancement has resulted in a 30% improvement in the connections made across Dotdash Meredith’s content. This advancement allows the company to engage users more effectively and tailor content to their preferences.

The Importance of Context in User Engagement

Dotdash Meredith’s network attracts hundreds of millions of users, generating over 10 billion data signals related to consumer engagement and article interactions. These insights help the company understand what type of content resonates with its audience and predict users’ next steps based on their reading habits.

Conversational Benefits of LLMs

One notable advantage of using large language models is their ability to interpret varied language. For example, two individuals discussing the same topic might use entirely different vocabulary. LLMs can recognize that, despite the differences in wording, the two speakers are indeed discussing the same subject. This capability helps enhance communication and content matching within the D/Cipher platform, ensuring that relevant connections are made regardless of language variations.

Leveraging First-Party Data

One of Dotdash Meredith’s unique advantages is its access to first-party data, which provides detailed insights into user preferences. This data is crucial in understanding the relationships between articles and user interests. The company can identify patterns such as “people who read this article also engage with that article,” allowing for more targeted content recommendations.

The Importance of Human Oversight in AI Applications

While advanced technologies like LLMs enhance data processing and content connections, Dotdash Meredith maintains a strong commitment to human oversight. A dedicated team is responsible for analyzing the connections drawn by the D/Cipher system. This human element ensures that the results align with the brand’s goals and target audience. By combining AI capabilities with human judgment, Dotdash Meredith aims to create more effective advertising solutions that resonate with users.

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