Hearst has built a next-generation targeting capability at the axis of privacy and performance. AURA is a revolutionary first-party targeting tool powered by predictive AI technology. Built on the foundation of trusted editorial content and Hearst’s proprietary data, AURA goes beyond third-party audience targeting with 100% addressability on all devices and browsers.
Google’s announcement on Monday to reverse its plans to fully deprecate third-party cookies from its Chrome browser seems to have, in turn, reversed some publishers’ stances on the Privacy Sandbox.
When advertisers look beyond demographic and psychographic data, they gain a deeper descriptive and predictive view of their audience. This is especially true when using individual-level transactional data, which is almost always the most predictive of future spending behaviors.
Advertisers are leveraging technology to analyze real-time data on media consumption and online behavior, ensuring their campaign messages are delivered to relevant, critical, persuadable voters (many of whom are underrepresented in traditional voter files).
AR technology seamlessly integrates digital content with the physical world for memorable moments and highly engaging advertising that’s 30x more effective. One example is Pokémon GO, which blurs digital and physical experiences and sparks an audience's craving for more.
Publishers are keeping a “business as usual” approach to testing cookieless alternatives despite Google’s announcement that it won’t be fully deprecating third-party cookies after all.
