Most publishers are beginning 2021 with user identity problems. Hearst is going into the new year hoping it can help solve them while strengthening their own post-cookie hand in the process.
Over the past year, the product and revenue operations teams at Hearst’s magazines have been integrating a revamped identity resolution system called Mylo, which is operated by Hearst subsidiary CDS Global, in a bid to acquire more first-party data about their audiences; a Hearst spokesperson would not comment on how many registered users its magazine brands have across its sites. Mylo works as a single sign-on that works on every site that’s integrated it; a user who registers to read content on Esquire’s website using Mylo, for example, would not need to sign up or log in separately to view content on Cosmopolitan.
CDS Global spent much of last year getting Mylo ready for new companies too. Last spring, Hearst hired a business development staffer who could evangelize and promote the product to publishers and businesses that were not yet CDS clients, and also forged a number of relationships with third parties that would make it more flexible, including the comments system OpenWeb, the commerce platform Magento and the magazine formatting service eMagazines.
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