• by Ray Schultz , Yesterday

Hearst Magazines is deploying AURA, its AI-targeting tool, in a new way — through an arrangement with Amazon Ads. 

The new offering, debuting at Cannes, combines content engagement data from Hearst’s 30+ U.S. brands with shopping insights from Amazon Ads, enabled by Amazon Publisher Cloud. It offers trillions of browsing, shopping and streaming insights for programmatic campaigns via Amazon DSP in a privacy friendly way, Hearst claims. 

“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,” says Lisa Ryan Howard, global chief revenue officer at Hearst Magazines. 

Activation is now live through Amazon DSP within Inventory Hub. 

Hearst claims that advertisers will receive these benefits: 

• Enhanced performance with high-intent audiences via signal collaboration between Hearst Magazines and Amazon Ads
  
• Signal-based activation, driving scalable programmatic deals via Amazon DSP, powered by AURA contextual signals
• Durable campaigns, allowing brands to target consumers in hard-to-reach browsing environments, using advanced signal technology
  

AURA, which debuted last year, tracks contextual, behavioral and commerce signals along with hundreds of millions of purchase actions from visitors to its brands.

"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,” says Chris Conetta, director of omnichannel supply for Amazon DSP.