Hearst Digital Media, a unit of Hearst Magazines that represents a portfolio of 25+ digital brands including Cosmopolitan, Esquire, Seventeen and Good Housekeeping, today announced the launch of the Hearst Audience Exchange, powered by PubMatic. The exchange is being launched in partnership with Core Audience (formerly known as Red Aril), Hearst’s fully owned and operated data management platform (DMP). With the inclusion of the DMP, the Hearst Audience Exchange will add value by managing audience data assets, which will help advertisers make more informed purchasing decisions.
“Our primary focus in the design of the Hearst Audience Exchange was to increase the value of our audience through greater targeting and segmentation,” said Kristine Welker, chief revenue officer of Hearst Digital Media. “The private exchange will allow us to deliver on the growing complexities around digital media buying within the protected environment of our quality brands and premium content.”
The Hearst Audience Exchange will satisfy client needs for both programmatic buying, which is the process of executing media buys through digital technology platforms like ad exchanges, and more targeted brand display advertising. With the new platform Hearst Digital Media will be able to utilize audience data so that the ROI around branded display efforts is far more effective.
"We are excited to partner with Hearst as they advance their innovative strategy on the PubMatic platform," said Kirk McDonald, president of PubMatic. "Audience marketing is not a new concept, nor is it exclusive to digital media. However, the requirements to execute in digital are unique. It requires forward thinking and the right independent platform partnership."
“The ability to bring PubMatic and Core Audience together differentiates Hearst, as we look to leverage our data sources, targeting technologies and ad delivery platforms to drive revenue and audience optimization,“ said Orchid Burnside, director of digital operations for Hearst Digital Media.
“The Hearst Audience Exchange is an impressive start to Hearst Corporation’s ongoing strategy of intelligently connecting our customers, content and audience through our broad set of data capabilities,” said Philip Wiser, chief technology officer, Hearst Corporation. “We are now uniquely positioned to sell our marketing and advertising capabilities by audience segment and will build on this success to support future ad sales across all Hearst businesses and geographies.”
About Hearst Digital Media
Launched in March 2006, Hearst Digital Media (hearst.com), a unit of Hearst Magazines, is dedicated to creating and implementing the digital strategy for Hearst’s magazine brands and other sites, which serve the company’s consumer audience. The unit oversees more than 28 websites and 14 mobile sites for brands such as Cosmopolitan, ELLE, ELLE DECOR, Good Housekeeping, House Beautiful, Marie Claire, and Seventeen, as well as digital-only sites such as Delish.com, a food site in partnership with MSN; and RealBeauty.com. Hearst Magazines has published more than 150 applications and digital editions for the iPad, iPhone and iPod Touch, as well as the Android platform. In addition, the company includes iCrossing, a global digital marketing agency, and Core Audience, a fully owned and operated data management platform.
Since 2006, PubMatic has been at the forefront of developing innovative technology to help publishers automate the process of evaluating and selling their advertising inventory. PubMatic gives premium publishers a real-time media selling platform for managing revenue and brand strategy. PubMatic’s platform combines real-time bidding (RTB), the most comprehensive brand protection tools, unified optimization and audience insights as well as hands-on support to serve the world’s leading publishers. PubMatic is privately held, backed by funding from August Capital, Draper Fisher Jurvetson, Nexus Venture Partners, and Helion Ventures, and has seven offices around the world in the U.S., Europe and Asia.