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AOL is putting the finishing touches on a high-tech system for mass-producing news articles...
In addition to selling standard ads to run alongside the story or video on a Web page, AOL says it will offer custom content. For instance, AOL says, if its algorithms show consumers are searching for information about the Zhu Zhu Pets robotic hamster, a retailer could pay AOL to sponsor an article about where to find the hot toy. Some traditional media outlets, including magazines and TV studios, offer similar services.
Nick Brien, CEO of Media Brands, a media buying and planning unit owned by Interpublic Group, says AOL's model is a fresh approach to marketing. "Clients like that way of thinking," he says.