The exchange is being launched in partnership with Core Audience (formerly known as Red Aril), Hearstâs 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.
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 utilise audience data so that the ROI around branded display efforts is more effective.
Hearst Digital Media represents a portfolio of 25+ digital brands including Cosmopolitan, Esquire, Seventeen and Good Housekeeping.