Hearst Digital Media to launch ad exchange

Share this article:
A screenshot of ELLE.com, a Hearst Digital Media website
A screenshot of ELLE.com, a Hearst Digital Media website

Hearst Digital Media today announced it will be launching a private ad exchange, says the company's CRO Kristine Welker.

The Hearst Audience Exchange, which is so called because it is designed to help advertisers target specific audience segments, has been in the works for about nine months, Welker says. Hearst Digital developed it because brands and advertisers were, she says, clamoring for ways to better target consumers.

“Our editors have a tremendous amount of insight,” she says, adding that this is one aspect that makes ad buying from publishers unique. “They understand the reader or the user of our brands and their content.”

Audience Insights is designed to take those “editorial insights” and build them into targeted ad sales. It's programmatic buying, she says. Hearst Digital Media is made up of 25 different entities, including the websites for Marie Claire, Popular Mechanics, ELLE and Esquire.

“It's really about an audience strategy where we're focused on making brand dollars more efficient,” says Orchid Burnside, director of digital operations at Hearst Digital Media.

One way in which Hearst Digital will segment consumers is by their interests, Welker says. The company will begin testing this type of segmentation with readers and content users interested in food. Editors at Hearst zoned in on the fact that there are different types of food readers — dieters, entertainers and "time-savers," to name a few — and that those segments are most likely interested in seeing different ads, she says.

This type of targeting is the first part in a bigger strategy that will break out other groups identified by Hearst editors, Welker says. To segment its audience, Hearst will use Core Audience, a software as a service company that was acquired by iCrossing, a Hearst property, in 2011.

Welker says the ad exchange will be available in beta starting July 1, with a complete roll-out to advertisers during Q4.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.