Hearst Ad SVP Smith: Programmatic Is Too Dysfunctional

Venerable magazine publisher Hearst these days makes all of its online advertising slots available to buy programmatically, using the new technologies designed to make buying and selling ads more efficient. But that doesn’t mean the publisher thinks the new programmatic world is perfect. “There’s a lot of work that needs to be done,” says Hearst’s  Michael Smith in […]

 

Hearst Sees Merger Of Programmatic And Ad Ops

For many in media, “programmatic” methods of advertising sales are geared to targeting and selling cheap inventory automatically, whilst conventional ad operations retain the task of selling main-line display ads. But there may be a third way. “At Heart, we’ve merged the functions – programmatic, sales and ad ops are now one,” Hearst’s revenue platforms and […]