Hearst News wants to help programmatic ad buyers target audiences in all channels.

The publisher, which serves 80 million users with reporting, community updates and storytelling, has chosen Magnite as preferred deal partner for high-impact ad formats across the web and connected TV (CTV). 

The goal is to deliver “high-impact experiences that are respectful of the consumer and consistent across screens,” says Ashley Wheeler, senior vice president, DV+ Platform at Magnite. 

The arrangement connects Hearst’s premium content with Magnite’s omnichannel expertise and scale. It will also support web exit-intent placement, CTV pause ads and other high-impact formats. 

“We’ve built our reputation by investing in strong journalism and trust is our most valuable asset,” says Nate Ryckman, vice president, programmatic strategy at Hearst News. “As we bring our news properties together into one unified programmatic marketplace, Magnite is helping us deliver consistent, premium advertiser experiences across all of our properties, regardless of environment.”

In a related development, Hearst News will utilize Magnite’s SpringServe platform to support its video advertising operations. This will enable Hearst News to achieve greater operational efficiency while unlocking more dynamic video formats.

Naturally, Magnite feels Hearst is on the right track.

“Hearst understands that attention is earned and their audiences come for trusted reporting and high-quality storytelling,” Wheeler says. “This partnership is about helping Hearst bring forward ad experiences that match that standard."

Last week, Magnite announced  a partnership with AMC Global Media to bring the broadcaster’s linear television inventory into programmatic buying.