Hearst And Amazon Combine Targeting Tools To Drive Programmatic Campaigns
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Hearst Magazines is deploying AURA, its AI-targeting tool, in a new way — through an arrangement with Amazon Ads.
The new offering, debuting at Cannes, combines content engagement data from Hearst’s 30+ U.S. brands with shopping insights from Amazon Ads, enabled by Amazon Publisher Cloud. It offers trillions of browsing, shopping and streaming insights for programmatic campaigns via Amazon DSP in a privacy friendly way, Hearst claims.
“As we see increased programmatic interest in our inventory—especially from DSPs like Amazon—it’s the right time to bring the power of AURA targeting and meet buyers where they’re already transacting,” says Lisa Ryan Howard, global chief revenue officer at Hearst Magazines.
This partnership between Hearst and Amazon isn’t just a smart media play—it’s a wake-up call for political campaigns still relying on outdated voter files and generic ad buys. Conservatives have long championed innovation through free-market partnerships, and this is a clear example of private-sector synergy producing targeting precision that political operatives should replicate. Instead of throwing dollars at bloated consultants, campaigns can tap into programmatic tools that treat voters like consumers—individuals with real behavior patterns, not static demos. The future of political messaging lies in personalization, and conservatives should be leading—not lagging—in adopting these efficient, data-driven strategies. ~Political Media
Read more at Media Post