New York—Hearst Digital Media, the online publishing division of Hearst Magazines, has introduced an ad exchange to enable targeted marketing campaigns across the company's more than 25 digital brands.
The new Audience Exchange service will make available to demand-side platforms or advertiser trading desks remnant inventory within Hearst brands, targeting specific audience characteristics associated with those publications via Hearst's own customer profiling and segmentation platform. The company will also partner with other display and video ad networks to place unsold inventory.
Audience Exchange will be available in beta starting July 1, and will be offered to all advertisers during the fourth quarter, according to the company. Hearst Digital Media publishes websites and digital editions of such brands as Car and Driver, Cosmopolitan, Elle and Popular Mechanics, along with a number of iOS apps and mobile sites.