Yes, but ultimately the feature engineering on the content will be used for creating more sophisticated/granular/detailed user segmentation. Because third part

Yes, but ultimately the feature engineering on the content will be used for creating more sophisticated/granular/detailed user segmentation. Because third party data brokers partner with a variety of publishers, the segments they create from the data and make available to advertisers are generally fairly generic. NYT's internal team only has to focus on their own content, so it's perversely leading to even more precise targeting capabilities than the previous situation.