As marketers increasingly look for new ways to reach their target audience beyond age and gender demographics, publishers such as The New York Times are rolling out a surprise new offering: advertising based on emotions.

The New York Times predicts how its stories make a reader feel (opinion and news) using machine learning and insight garnered from asking readers how they felt after reading its content.

The publisher then sells ad space around those stories based on those indicated emotions.

While the Times discussed emotion-based advertising during last month’s NewFronts presentation, the company has already been offering it for a year.

They aren’t the only ones, either: USA Today rolled out something similar that predicted what tone the piece would take based on keywords back in 2017, and The Daily Beast is testing an offering that predicts what state of mind readers are in when consuming content on the site.

Buyers seem to be split on the idea.

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