Lifestyle publisher, Hearst has announced the launch of AURA, a revolutionary, first-party ad targeting tool that utilises proprietary AI-enabled technology and multi-dimensional contextual, behavioural and commerce signals to connect advertisers to their most valuable and engaged customers at scale. The announcement was made by Hearst Magazines President, Debi Chirichella and Global Chief Revenue Officer, Lisa Ryan Howard.

AURA analyses and activates Hearst’s broad and deep portfolio of first-party data and hundreds of millions of purchase actions from Hearst’s 145 million monthly visitors across its portfolio of more than 25 USA brands. The next-gen tool, which leverages a new, proprietary content taxonomy and sophisticated AI, provides a more comprehensive picture of a user than ever before and makes predictive and informed decisions about which ads to serve. The tool will expand globally across Hearst’s 50 brands and 300 million users in late 2024.