Hearst and Amazon Ads team up on programmatic push

Hearst Magazines has 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.

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.

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

Chris Conetta, director of omnichannel supply, Amazon DSP: "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. 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.

www.hearst.com

www.amazon.com

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