In the past three years, Hearst Magazines' online ad revenue has shifted dramatically from traditional, direct-sold display ads to native advertising and programmatic, says Heather Keltz, VP of ad operations and ad product. Native ads and programmatic once represented a small slice of Hearst's overall magazine revenue; now they drive the majority of ad revenue.
Keltz spoke with Publishing Executive at FUSE Media: The Convergence of Technology & Media in September. She shared how Hearst Magazines is adapting its advertising strategies in light of digital disruption and detailed the technologies Hearst is using to accomplish these goals. Watch the complete interview above.