Hearst partners with Mobian to improve ad suitability

Hearst has announced a partnership with Mobian to integrate more precise contextual intelligence and updated media-suitability frameworks across its local news portfolio. The agreement covers 30 daily and 50 weekly newspapers, alongside 35 television digital news properties.

The partnership is designed to improve how Hearst inventory is understood and valued within the advertising ecosystem. By applying Mobian’s context graph technology, Hearst aims to ensure its local journalism is more accurately classified and recognised as a suitable environment for advertisers.

Local news as a trusted environment

Research continues to show that local journalism ranks among the most trusted digital content. Hearst’s local news brands reach audiences that engage frequently, with more than 65 percent returning daily or multiple times per day, providing consistent exposure and reliable frequency for advertisers.

However, analysis conducted with Mobian shows that a significant share of Hearst inventory is misclassified by some brand safety and suitability tools. The review found that 38 percent of impressions from Hearst newspapers were incorrectly labelled, restricting access to brand-safe inventory and limiting demand.

Correcting misclassification at scale

The analysis indicates that correcting these misclassifications benefits both buyers and publishers. Advertisers can see up to a 27 percent decrease in CPMs due to reduced bid pressure, while publishers gain access to a broader pool of eligible demand and more stable effective CPMs.

A separate Mobian analysis of approximately 2.5 billion Hearst Television impressions from the second half of 2025 found that more than 97 percent ran in safe environments, with over 80 percent appearing alongside neutral or positive sentiment content. Together, the findings reinforce the suitability of Hearst local news brands for advertisers at scale.

Hearst and Mobian perspectives

Mike Irenski, senior vice president, programmatic strategy, Hearst Newspapers and Hearst Television: “Hearst Newspapers serves millions of readers with trusted local reporting every day — across business, culture, science and community-driven coverage, not just breaking news. Mobian helps us ensure that the advertising ecosystem recognizes the true quality of that work. Correcting false positives in legacy labeling means more of our journalism can be monetized appropriately — while giving advertisers better reach, better efficiency and better outcomes.”

Jon Sumber, vice president of digital sales at Hearst Television: “Hearst Television has long championed integrity in local news and this partnership gives our advertisers more confidence — as well as more opportunity. Mobian enables us to surface valuable inventory that was previously hidden behind outdated classifications, creating a more complete, brand-safe marketplace for buyers and stronger yield for our stations.”

Jonah Goodhart, chief executive officer of Mobian: “Hearst’s local journalism informs, connects and reflects the communities it serves — and that makes it a powerful environment for advertisers. Our partnership with Hearst uses modern, context-aware measurement to show that local news inventory is not only overwhelmingly safe, but emotionally positive and highly effective for brands looking to reach engaged audiences at scale. Together, we’re helping advertisers invest in local news with confidence.”

www.hearst.com

www.themobian.ai

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