Some say that advertisers don’t want their ads near hard news, but Bloomberg is selling advertisers on hard news and making it easier for ads to appear near Bloomberg’s newsiest content. Trendr, the first product from Bloomberg’s Ad Innovation Group, lists the most newsworthy companies in real-time, based on how many stories Bloomberg is publishing on the company, what’s popular with readers, and stock prices. When readers click on a company name, they’re taken to a list of stories about that company, with ads by an advertiser who buys placement. Group publisher of digital and digital products Keith Grossman says: “The assumption here is that if it’s more popular and the consumer self-selects into it, it will increase the engagement, which then serves the advertiser.”
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