"Creative Intelligence has yielded surprising results — purple images are most likely to get a click, for instance"

From "Refreshing The Verge: how does this thing make money, anyway?"

we create and publish our stories on a platform called Chorus

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Vox Media has another equally powerful platform on the revenue side: Hymnal

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research, which shows ads like Vox Media’s scrolling Athena unit are more respectful of users and perform better

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And those units optimize themselves as users interact with them — a system called Creative Intelligence measures interactions and dynamically swaps in different elements like background colors, photos, and language to make the ads more effective.