Hearst is creating a self-serve ad platform called Hearst Audience Select, AdExchanger reported.

The platform allows advertisers to “overlay their audience data against Hearst’s to reach readers across sites like Cosmopolitan, Esquire, Elle and Car and Driver,” according to AdExchanger.

The platform will have a dashboard with info on content and product preferences of Hearst’s readers, and all ads will go next to magazine-quality material, according to AdExchanger.

The platform should go live for ad campaigns in the fourth quarter of this year. It’s created with smaller advertisers in mind.

Hearst’s ad tech unit, Data Studio, is constructing Audience Select, according to AdExchanger.

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