How Bloomberg Lens turns frictionless UX into revenue

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If the goal of Lens is to improve the overall user experience online, how does that benefit Bloomberg?

Lens, through clever use of Postlight’s Mercury API and Bloomberg’s own business data, allows users to grab share price and other information on companies mentioned in an online article. The press release states:

“When Lens recognizes companies or people in an article, it automatically grabs data from Bloomberg and other sources about those objects and gently alerts the reader that there’s data to see. For instance, if you’re reading a story about Tesla from your favorite national newspaper and activate Lens, we’ll deliver additional data, context, and relevant news about the companies and executives named in the piece.”

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