Amazon has a problem. Ads sold off-platform still lag behind the performance of those running inside its own walls. To close that gap, the company is leaning on publishers — using their data to improve targeting and drive better outcomes for advertisers. If the model works, spend flows through Amazon’s buying platform, and publishers get a cut.
Hearst Magazines is testing to see if the math works.
The test is still in early stages, and Hearst’s svp of ad product and data Jen Dorre, offered only limited detail last week at the Digiday Publishing Summit in Miami.
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