Hearst Magazines, the largest lifestyle publisher globally, has announced the international launch of AURA, its innovative ad targeting tool.
This tool uses advanced AI technology. It utilizes various contextual, behavioural, and commerce signals. These features connect advertisers with their most engaged customers. The announcement was made by Debi Chirichella, President of Hearst Magazines, and Lisa Ryan Howard, Global Chief Revenue Officer.
AURA was launched in the U.S. eight months ago and is now expanding to the UK, Italy, the Netherlands, and Spain. This tool can analyse Hearst’s extensive first-party data. It gathers data from 300 million monthly visitors across more than 50 brands. It aids both global and local marketing efforts.
This advanced tool employs a unique content classification system and sophisticated AI to generate a more detailed understanding of users. It can make smart decisions about which ads to display.
Howard highlighted that AURA considers billions of audience signals. These include interests and shopping behaviors. This approach improves the scale and accuracy of advertising. She expressed excitement about bringing this solution to clients worldwide. She noted that advertisers often seek multi-country deals. AURA can now support these deals.
Mike Nuzzo is the Senior Vice President of Data and Insights at Hearst Magazines. He stated that AURA provides a detailed view of their audience. This is achieved by using trusted data from various brands. For instance, it can identify a pet food shopper who is also interested in trail running and family vacations. This layered insight helps advertisers effectively reach valuable customers at the right moments.
The new tool has produced a significant increase in click-through rates compared to traditional third-party targeting methods.
Jen Dorre, Senior Vice President of Ad Product at Hearst Magazines, emphasised their commitment to high-quality advertising experiences. These experiences are designed to engage audiences. She noted that AURA’s targeting has led to improved attention and privacy-friendly results compared to third-party solutions.
AURA is part of Hearst’s expanding range of ad targeting products aimed at enhancing relevance and scalability. This initiative is part of Hearst’s broader focus on digital innovation, providing effective solutions for marketers.