How Hearst Pivoted to Native & Programmatic Advertising
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In the past three years, Hearst Magazines has dramatically transformed its online advertising strategy, says Heather Keltz, VP of ad operations and ad product. “Three years ago programmatic ads and native were a small percentage of our advertising revenue, and now they’re a majority of what we’re making for ad revenue overall.”
The shift to native advertising, or custom content as Hearst calls it, is an especially large one, says Keltz. It requires Hearst to take on the role of agency and manage custom campaigns for advertisers.
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