MSNBC.com to use content placement technology

MSNBC.com editors are adding a new tool to their arsenal that will help them determine the best placement of content.

Los Angeles-based JumpTime will provide staffers at the MSNBC Digital Network with new tools to enhance decision-making capabilities for its editors. MSNBC will use JumpTime’s Traffic Valuator, a decision-support application based on JumpTime’s eValuation science that helps editors determine the optimal placement of their high-quality content in real time.

According to a press release issued by the company, JumpTime’s approach to traffic optimization is based on the insight that digital assets such as online content are valuable not only for the value they create, but also for the referrals they generate. This approach of capturing the true value of an asset is rooted in financial valuation theory. The Traffic Valuator suggests stories and videos to the editors on the basis of how well they help drive users to further site usage, predicting their value contribution and enabling optimization in real time. The tool analyzes not only the homepage but any landing page, providing a 360-degree view into traffic flow across the site.

“We are pleased to work with JumpTime to help us surface the stories that engage our customers and guide them to additional content that is relevant and interesting to them,” said JoAnne Kennedy, Vice President of Technology, MSNBC Digital Network, in the release.

MSNBC has been using other JumpTime products since 2009.

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