Rather than wait to be told that cookies are obsolete, 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.
As advertisers grapple with higher ad costs and limited availability of premium inventory for political campaigns, they’re shifting from broad-spectrum approaches to data-driven tactics to convert undecided voters — much like attracting new customers in the business world.
The app is being used to provide a compelling offering which encourages readers to support the Guardian more financially, while also reaching new audiences.
The timeline on which Google will officially kill the third-party cookie is anyone’s guess at this point. According to a Digiday+ Research survey conducted in the second quarter, marketers’ guesses look very different from publishers’.
