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Hearst Magazines Digital Media is launching a 20-person data studio

May 15, 2018 / Max Willens

With publishers trying to prove they can deliver business results for advertisers, Hearst Magazines Digital Media is dangling a new service in front of brands and agencies. On May 15, Hearst is expected to announce the launch of the 20-person Hearst Data Studio, a newly created internal team that gives advertisers additional insights into how Hearst’s audience responds to ads. The group brings together research analysts, data scientists and programmatic specialists. The long-term goal is to take advantage of Hearst’s first-party data as well as data from third-party providers, in order to prove that advertising through its titles helps drive business outcomes (though it still sells on a CPM basis). “Whether we’re selling a car or lipstick, [clients] want to know how our audience is responding to the message they’re getting,” said Troy Young, president of Hearst Magazines Digital Media. “[The Data Studio] represents a shift to selling outcomes a...