In this Talks with Teads episode, Emmelijn Hermens, Head of Media, Data & Strategy at Hearst Netherlands, joins Natalie Bastian from Teads to unpack some of the most pressing themes shaping the future of media—contextual relevance, data privacy, CTV, and retail media.
Key Insights
Context Isn’t Going Anywhere—It’s Getting Smarter
At Hearst Netherlands, context is more than a buzzword—it’s a cornerstone. Emmelijn shares how the publisher has invested heavily in contextual content classification across seven micro-topics including lifestyle, beauty, food, and tech. This structured approach allows advertisers to go beyond single-title placements and activate campaigns across the entire Hearst ecosystem in ways that match both content and audience intent.
First-Party Data and Login Models: From Puzzles to Premium Content
With growing interest in subscription models and logged-in environments, Hearst is expanding its first-party data strategy. One standout example: Quest, a popular science title in the Netherlands, now offers online subscribers access to premium content and puzzles. This push into logged-in user experiences is part of a broader effort to future-proof against data deprecation while delivering value to both audiences and advertisers.
The Role of Relevance in Ad Experience
As Emmelijn notes, the problem isn’t advertising—it’s irrelevance. When ads are aligned with content and audience expectations, they enhance the user experience rather than interrupt it. In smaller markets like the Netherlands, the balance between precision and scale becomes even more critical. Hyper-targeting can sometimes erode reach and performance, which is why Hearst takes a nuanced approach to contextual segmentation.
Cookieless is Coming—But Not Fast Enough
Despite industry preparation, cookie deprecation remains in limbo, slowing the urgency for contextual transformation. Emmelijn compares it to GDPR’s rollout—once a deadline hits, the market scrambles. Still, Hearst is proactively evolving its tech stack and ad targeting strategies to prioritize privacy and user-centric experiences.
Retail Media + CTV: The Next Big Convergence?
Looking ahead, Emmelijn sees retail media and CTV as two accelerating trends in the Dutch market—with the potential to merge in powerful ways. As consumer behavior shifts toward screen-based shopping and real-time interaction, CTV could evolve into a shoppable format, enabling viewers to act directly from the screen.
Looking Forward
As 2025 approaches, the conversation isn’t just about surviving change—it’s about shaping what’s next. Whether it’s refining contextual intelligence, preparing for stricter privacy regulations, or pioneering new media formats, publishers like Hearst are leading the way with strategy, structure, and creativity.
For more conversations with industry leaders, explore the full Talks with Teads series.