Hearst rethinks brand safety to unlock news ad yield 

February 05, 2026

By Ronan Shields
Related Insights

Advertising around Politics As Trump returns to the White House, media buyers clamp down on brand safety

Read More

Hearst is adopting a new approach to improve ad yield across its news outlets, properties that have historically been difficult to monetize, especially during politically polarized periods.

The publisher of titles such as the San Francisco Chronicle and Connecticut Post has partnered with Mobian to reassess how brand safety and suitability are applied across its local print and television inventory, in a move that seeks to reframe how programmatic buyers classify and price news content.

Under the partnership, Hearst will apply the vendor’s context-based measurement across its dozens of newspapers and digital video news properties — outlets the publisher claims have more than 65% of their audiences return daily. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday