More publishers join Ricochet, NYT’s content marketing service

by Curtis Lee Fulton

The New York Times Company said today that Advertising Age, the Condé Nast portfolio, Forbes and PEOPLE Digital have been added to Ricochet, the paper’s content marketing service. Ricochet works by binding a specific ad to a specific piece of content, regardless where the content appears on the Internet. The technique provides a way for publishers to expand to multiple outlets, while preserving control over ad placement.