Content-driven ad platform Ricochet debuts from NYT's R&D Ventures

The New York Times Co.'s R&D Ventures introduced a product called Ricochet that helps brands drive readers to articles related to their business, where ads tied to that brand await the consumer. Links to Ricochet-enabled stories can be distributed via social network. SAP already signed on to use the format, which is expected to become a self-serve platform. "This is an entirely new concept in digital marketing that creates a whole new class of inventory: socially driven inventory," said Michael Zimbalist, vice president of research and development at The New York Times Co.

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Advertising Age (tiered subscription model) · PaidContent.org · Wall Street Journal, The

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