A360media, publisher of Us Weekly, worked with Hum to roll out the Alchemist content tagging engine across the Us Weekly archive. The tags follow IAB advertising standards, and the goal was to find programmatic inventory in industries that don't usually buy against celebrity news.
Benefits & outcomes
Tagging captured up to 50 times more detail than manual categorisation.
Over 650 articles turned out to be relevant to automotive advertisers, not a natural fit for celebrity news on paper.
Tags feed straight into Google Ad Manager, so advertisers can bid on content as soon as it publishes.
Notes & quotes
"Hum's advanced content tagging has significantly enhanced the depth and precision of our programmatic advertising strategy. This has enabled us to uncover and leverage highly relevant inventory that was previously underutilized, fostering mutually beneficial outcomes for both our platform and advertising partners." – Paul Likins, VP of Revenue Operations at A360media.
Figures come from Hum's own case study.
Publisher / company: A360media
Date of mention: 13/11/2024
Source: https://blog.hum.works/posts/case-study-us-weekly-ad-revenue