Author: Ronan Shields

Search & Affiliate Marketing Strategist since 1993

Hearst rethinks brand safety to unlock news ad yield 

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Advertising around Politics

As Trump returns to the White House, media buyers clamp down on brand safety

Hearst is adopting a new approach to improve ad yield across its news outlets, properties that have historically been difficult to monetize, especially during politically polarized periods. 

The publisher of titles such as the San Francisco Chronicle and Connecticut Post has partnered with Mobian to reassess how brand safety and suitability are applied across its local print and television inventory, in a move that seeks to reframe how programmatic buyers classify and price news content.

Under the partnership, Hearst will apply the vendor’s context-based measurement across its dozens of newspapers and digital video news properties — outlets the publisher claims have more than 65% of their audiences return daily. 

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Bloomberg’s new video hub aims to keep audiences – and subscribers – on its own turf

Bloomberg wants its video content to be easier to find and harder to leave. Instead of betting on vertical video feeds to keep audiences engaged, it has launched a centralized video hub today across its website and app as a home for all its video content – including live TV, daily shows, short-form clips, documentaries, podcasts, vodcasts and original series.

The move comes as publishers – such as Time, CNN and The New York Times – have pushed out TikTok-style feed experiences to boost engagement at a time when social platforms continue to capture an outsized share of audience attention. But Bloomberg’s approach is less about chasing a single format and more about improving video discovery – and the viewing experience – on its own properties, a sign that as traffic gets harder to come by, publishers are prioritizing editorial control and time spent over sheer scale.

“We’ve got a massive team that’s working on video. We have a huge corpus of video,” said Marissa Zanetti-Crume, Bloomberg’s global head of product. “When we looked at our website and our app, we just weren’t doing it justice. [This project] was just a place where we felt like we could do more, and drive that engagement.”

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