Hearst Magazines Will Target You in Print Based on What You Read Online (adweek.com)

Hearst Magazines is tracking what readers click online and using those behaviors to serve the same magazine subscribers targeted ads in print.

Called MagMatch, the offering is a product from the Hearst Data Studio and will first go live in the most recent issue of Elle magazine. But the ads could also appear in other Hearst brands, including Cosmopolitan, Esquire, Food Network Magazine and Car & Driver.

Using first party data, Hearst can decipher whether a reader is considering a particular skincare product, then can work with the brand of that product to serve the reader a targeted ad in its magazine. The offering will be available across all brand categories, except pharmaceuticals.

For subscribed readers, that could look like an ad that addresses them by their name, which is the route that skincare company StriVectin took in the latest issue of Elle as the first brand to buy into the ad offering. In the magazine, the ad includes a brief message from Elle and is addressed to the magazine subscriber alongside a picture of StriVectin spokeswoman Lauren Hutton.
more at: https://www.adweek.com/digital/hearst-magazines-will-target-you-in-print-based-on-what-you-read-online/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202019-08-08%20Marketing%20Dive%20Newsletter%20%5Bissue:22354%5D&utm_term=Marketing%20Dive

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