The talk will present the detail behind Telegraph AI (Audience Interest), a data driven advertising product. It will focus on the role of algorithms in the process of building it. From building a classification model to annotate content with themes, how we use topic tags in understanding people’s interests and what algorithms we use to assess how strong the interest is. It will explain how content clustering methods like LDA help us understand trends in people’s commercial interests, how can we go beyond “people interested in cars”.