How Hearst Pivoted to Native & Programmatic Advertising
Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in