Hearst Magazines is tracking what readers click online and using those behaviors to serve the same magazine subscribers targeted ads in print.
Called MagMatch, the offering is a product from the Hearst Data Studio and will first go live in the most recent issue of Elle magazine. But the ads could also appear in other Hearst brands, including Cosmopolitan, Esquire, Food Network Magazine and Car & Driver.
Using first party data, Hearst can decipher whether a reader is considering a particular skincare product, then can work with the brand of that product to serve the reader a targeted ad in its magazine.
