How Swiss news publisher NZZ built a flexible paywall using machine learning - Digiday

There's more than one way to build a paywall. Over the last year, Swiss news publisher Neue Zürcher Zeitung has been using a payment system that is personalized to the individual based on hundreds of criteria. NZZ requires people to register and eventually, pay. But when readers get these registration and payment messages and how those messages look varies based on predefined rules, dozens of A/B tests and machine learning. "If we're to be successful in paid content, we need to individualize the experience with our product and the product itself, and automate our marketing approach," said Steven Neubauer, managing director at Neue Zürcher Zeitung.