Unlike Conde's exchange, though, Hearst Digital Media's platform is not aimed at
increasing sell through on its sites; the company will continue to partner with
select display and video ad networks to unload its unsold ad inventory. Rather,
the new "audience exchange" (as Hearst is calling it) will let advertisers who
are making upfront buys with Hearst's direct sales team target specific groups
of consumers across Hearst Digital Media's 25-plus online brands, which include
web and mobile sites for Seventeen, Elle, Good Housekeeping and Esquire.
Simeon Spearman on 10 Dec 12"Sources tell The Hollywood Reporter that the NBCUniversal-owned cable network has closed a deal with Esquire parent Hearst Corporation to shift the former gaming network to a destination more in line with the modern male. The effort is designed to capture a growing, upscale demographic that isn't being reached through other male networks, including adrenaline-heavy Spike and History. "
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