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6 Magazine CEOs, 4 Strategies: How To Survive And Thrive In 2018

The magazine industry is consolidating in the face of multiple challenges. Rather than the newsstand, competition is coming from social platforms. Marketers want the performance advertising sold by key digital players. And as print circulation declines, magazines struggle to maintain the steady revenue from their direct-to-consumer subscription businesses. The CEOs and presidents of Condé Nast,... Continue reading »

by Sarah Sluis // February 7th, 2018 //

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Podcast: How Troy Young Guides Hearst Digital Through Unstable Times

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. The rollup of magazine media continues apace. Meredith's acquisition of Time Inc, and Hearst's buyout of Rodale have reduced much of the sector to just a few large companies. But the competitive set has if anything grown to include tech, digital publishers and "commerce +... Continue reading »

by Zach Rodgers // February 1st, 2018 //

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Hearst Data VP: The Value Of Publisher Data Is Skyrocketing

As the value of publisher data surges, Adam Harris, VP of data products at Hearst Magazines Digital Media, is tasked with maximizing its opportunities. When Harris joined in May, he looked at how Hearst data can be used to create experiences that drive sales, which performance-focused advertisers demand from their digital media. The work builds... Continue reading »

by Sarah Sluis // January 24th, 2018 //

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Sorenson Media CEO: Addressable TV Will Put More Power Into Programmers’ Hands

Although cable operators used to be the primary keepers of TV’s distribution and data pipes, the pendulum is swinging toward programmers and smart-TV providers. Addressable inventory is increasing, driven by a surge in smart-TV OEMs licensing their data directly and local TV companies adding data and automation to their sales mixes. Sorenson Media, which is... Continue reading »

by Kelly Liyakasa // January 4th, 2018 //

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The Little Black Book Of Publisher-Owned Agencies

Major publishers like Hearst, Vice, Time Inc., The New York Times and Meredith have either built or acquired agency capabilities and content studios over the past few years to create synergies between their content and the brands that monetize it. Being owned by a publisher allows digital agencies to tap editorial expertise for engaging creative... Continue reading »

by Alison Weissbrot // May 30th, 2017 //

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Going After Google’s Moneymaker: Facebook Taps Its Audience Data To Power Video Direct Deals

Facebook is ramping up its publisher-centric strategy by testing a self-serve product powering programmatic direct deals called Audience Direct. In its first iteration, Audience Direct helps publishers sell their video inventory, giving them more control over how they structure direct deals and, eventually, how they guarantee delivery against them. “This enables them to create direct... Continue reading »

by Kelly Liyakasa // May 23rd, 2017 //

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iCrossing President On Voice Search: 'I Don’t Even Think Google Knows How It Will Develop'

Since iCrossing entered the market as a search agency in 1998, digital spend has expanded to social, display and mobile, all of which are table stakes. As a result, iCrossing expanded into a full-service agency, eventually getting acquired by Hearst in 2010. Since then, it’s snagged AOR accounts for clients like Bayer, Church and Dwight and... Continue reading »

by Alison Weissbrot // February 10th, 2017 //

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Can Lotame Help Broadcasters And Advertisers Speak The Same Language?

Data management platform (DMP) Lotame has developed a campaign planning and measurement tool designed for linear TV broadcasters. Local broadcast consortium Pearl TV, which represents more than 200 local broadcast TV stations and network groups including Hearst, Cox Media and E.W. Scripps, is the first to test-drive it. While many advertisers want to buy across... Continue reading »

by Kelly Liyakasa // November 30th, 2016 //

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Hearst Wants To Narrow The Tech Gap Between Buyers And Sellers

Hearst’s media encompasses magazines, broadcast networks and newspapers, but tapping into its massive scale means logging deals into 17 separate systems or setting up multiple deal IDs. Over the past year, Hearst’s Core Audience division has brought its properties onto the same ad server, exchange and data management platform. Hearst also built its own viewability... Continue reading »

by Sarah Sluis // November 16th, 2016 //

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Hearst’s Julie Clark: Header Bidding Brings Publishers And Marketers Closer Together

Julie Clark will speak at AdExchanger's PROGRAMMATIC I/O Conference in New York on Oct. 26. Hearst had deployed header bidding for years before it became one of the industry’s hot topics. As a veteran user of header bidding, Hearst focuses on adapting it to make programmatic buying more efficient for marketers and publishers. “The old way would... Continue reading »

by Sarah Sluis // October 18th, 2016 //

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