Hearst Magazines To Bring AURA to Programmatic Buyers on Amazon DSP

Hearst Magazines announced an expansion of AURA that, for the first time ever, brings together Hearst’s proprietary targeting signals with Amazon Ads trillions of browsing, shopping and streaming insights for programmatic campaigns exclusively available in Amazon DSP.

Debuting at Cannes, this new offering unlocks a powerful, privacy-safe connection between content engagement across Hearst Magazines’ 30+ U.S. brands paired with in-market shopping insights from Amazon Ads. Enabled through Amazon Publisher Cloud, advertisers can easily reach audiences at the intersection of inspiration and purchase intent.  

“AURA is already delivering incredible results for our advertisers — driving higher click-through rates, deeper attention and measurable brand lift,” said Lisa Ryan Howard, global chief revenue officer at Hearst Magazines. “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.”

What this means for advertisers:

• Enhanced performance: Empower advertisers to drive greater campaign reach and relevancy among high-intent audiences via signal collaboration between Hearst Magazines and Amazon Ads.
• Signal-based activation: Scalable programmatic deals available exclusively via Amazon DSP, powered by AURA contextual signals.
• Durable campaigns: Connect with high-intent consumers in hard-to-reach browsing environments, leveraging advanced signal technology that transcends conventional audience constraints.
• Premium placement: Campaigns run across Hearst Magazines’ brand-safe, high-quality editorial inventory.

We look forward to bringing AURA’s contextual capabilities exclusively to Amazon DSP, marking another step in our mission to help advertisers reach the most relevant audiences possible at scale across the open internet,” said Chris Conetta, director of omnichannel supply for Amazon DSP. “This Amazon Publisher Cloud-enabled opportunity exemplifies our commitment to building the industry’s most comprehensive programmatic buying solution — one that brings together publisher intelligence and Amazon’s advertising solutions to drive measurable outcomes for advertisers" 

AURA is a revolutionary, first-party ad targeting tool that utilizes proprietary AI-enabled technology and multi-dimensional contextual, behavioral and commerce signals to connect advertisers to their most valuable and engaged customers at scale. Through Amazon Publisher Cloud, Amazon Ads new collaboration service, publishers can plan programmatic deals and make them available in Amazon DSP within a matter of clicks. These deals are incrementally more relevant because they’re informed by the ability to analyze their first-party signals together with insights from Amazon Ads.

This collaboration reflects Hearst Magazines’ ongoing investment in building scalable first-party, privacy-safe data driven ad-products that drive results. With activation now live through Amazon DSP within Inventory Hub, advertisers can harness the potential of AURA targeting to drive meaningful reach and deeper customer connections.

To learn more about the power of AURA, visit Advertising.HearstMagazines.com. 

About Hearst Magazines
Hearst Magazines, the world’s largest lifestyle publisher, has a portfolio of more than 30 powerful brands in the U.S. that inspire and entertain audiences across all media platforms. Hearst Magazines’ print and digital assets reach 140 million readers and site visitors each month — 52% of all millennials and 56% of all Gen Z adults over the age of 18 (Source: 2024 Comscore Multi-Platform© MRI-Simmons - 07/24/S24). The company publishes more than 200 magazine editions and 175 websites around the world.