"We kept hearing from agencies that they wanted ease of access, simplicity and transparency. Internally, we were set up like separate businesses. Externally, buyers just wanted one clean way to work with us."
"The stakes for Hearst's ad stack transformation are high on the buy and sell sides. Agencies say it's getting harder to find quality news audiences amid signal loss, AI-driven changes to search traffic and a growing number of ad tech middlemen."
"Traditionally, Hearst's consumer media operation has rested on what Irenski described as a 'three-legged stool': TV, newspapers and magazines. Each of those businesses grew up with their own ad tech stacks, exchange relationships and data strategies."
Hearst is launching the Hearst News ad network, consolidating inventory from its TV stations, newspapers, and digital news sites into a single marketplace. This initiative aims to simplify the buying process for agencies, which have expressed a desire for ease of access and transparency. Historically, Hearst's media operations functioned separately, complicating the purchasing process for advertisers. The new network intends to streamline this experience while maintaining local sales teams for direct business.
Read at AdExchanger
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