The New York Times has launched “Spark,” a product created by the Times’ Idea Lab that serves display advertising into stories as they are trending on Twitter, matched with the demographics of the users who “touch” the story on the social network, explains Michael Zimbalist, VP fo R&D and Operations, in this video segment on Beet.TV

Zimbalist makes his comments about new product at about 4:30 into this on-stage inteview with Joanna O’Connell, Principal Analyst at Forrester Research, in a conversation about the value of data at the Times around advertising, during the Beet.TV Big Data Leadership Summit at NBC News last week.

The first Spark campaign launched last week.

Andy Plesser