ADOTAS – Guardian News and Media, the parent company of U.K. daily The Guardian and its sister paper, the weekly Observer, announced today it’s selected onsite targeting solutions provider Cognitive Match to improve the commercial potential of its websites. These are hugely-read publications throughout the English-speaking world — the GNM group sees over 60 million unique hits per month — so there’s quite a bit riding on this decision, which follows a four-month trial. Cognitive Match uses software that analyzes, in real time, the viewer’s behavior as well as news events that have just occurred and influential content currently being broadcast or published across various media, and uses that data to predict the viewer’s next move on the web. GNM hopes the technology will not only deliver ads to viewers based on whatever the viewer’s up to and how he or she might be engaging with the world at that particular moment, but also that it’ll drive up GNM’s paid services, like its sites dedicated to dating or educational courses. Cognitive Match has already worked with the Financial Times, Cancer Research U.K. and U.K. fashion ecommerce site Net-A-Porter, and it won the 2010 TechCrunch Europa Award for Best Advertising and Marketing Technology.