AdTechGod Pod: Ep. 92 Summary
Publishing, AI, and the Business of Lifestyle Media with Rachael Savage
Release Date: August 12, 2025

Introduction

In Episode 92 of the AdTechGod Pod, host AdTech God engages in a comprehensive discussion with Rachael Savage, Senior Vice President of Ad Revenue Operations at Hearst Magazines. Rachael brings a wealth of experience from her tenures at The New York Times, Google, and Conde Nast, offering valuable insights into the evolving landscape of advertising technology within the publishing industry.

Rachael Savage’s Professional Journey

Background and Early Career

Rachael Savage traces her passion for technology back to her childhood experience in seventh grade, where she learned HTML after attending computer camp (02:25). This early exposure laid the foundation for her future career in ad operations.

Career Progression

• Start at Smart Brief: Rachael began her professional journey at Smart Brief, a startup focused on email newsletters, where she gained multifaceted experience in ad operations, pricing, and media kits.

• The New York Times: She transitioned to The New York Times, spending a decade there. During her tenure, she navigated significant technological shifts, including the transition from print to digital and the introduction of programmatic advertising and header bidding. Rachael highlights the challenges of integrating header bidding with a proprietary ad server, which ultimately led to adopting Google's ad technology (02:25).

• Google: Rachael spent a year at Google, where she experienced a culture shift moving from media to a tech giant. Her collaboration on a Google partnership project during this time provided her with deep insights into media operations and ad tech integration (02:25).

• Conde Nast and Hearst Magazines: Following Google, Rachael spent five years at Conde Nast before joining Hearst Magazines two years ago. At Hearst, she oversees revenue operations for the U.S. magazines division, managing 30 brands, including Cosmopolitan, Esquire, and Good Housekeeping (06:23).

Impact of Mobile and Social Media on Monetization

Transition to Mobile Advertising

Rachael discusses how the advent of mobile technology revolutionized content distribution and ad monetization. At The New York Times, the focus shifted to optimizing ads for mobile apps and websites, leading to the development of mobile apps and the adoption of programmatic advertising to enhance monetization (07:15).

Evolution of Social Distribution

Initially, the emphasis was on mobile web and apps, but Rachael notes that today, social platforms are equally crucial. At Hearst Magazines, the strategy now includes tailored advertising messages across social media to reach audiences wherever they are (07:15). This shift underscores the importance of a multi-platform approach in modern ad tech strategies.

Revenue Operations at Hearst Magazines

Organizational Structure

Rachael explains that revenue operations for both print and digital are managed within her team at Hearst Magazines, although they function as distinct organizations. This structure allows for synergy in areas like agency partnerships and large-scale advertising agreements while maintaining focus on the unique needs of each medium (12:00).

Managing Diverse Brands

Handling a diverse portfolio requires nuanced strategies. For example:

• Good Housekeeping: Focuses on product reviews and seasonal trends, heavily influenced by search behavior and affiliate marketing (11:06).

• Esquire: Emphasizes storytelling and strong presence on platforms like Apple News, leveraging features that attract considerable eyeballs (11:06).

• Motor Trend Acquisition: The recent acquisition of Motor Trend presents new opportunities in the automotive sector, including events, content creation, and targeted advertising based on purchase intent (13:14, 16:00).

Identifying Revenue Opportunities

Platform-Specific Strategies

Rachael highlights various revenue streams tailored to each brand’s strengths and audience engagement patterns:

• Display Advertising and Programmatic: Leveraging traditional ad tech methods for broad reach.

• Targeting Solutions with Aura: Utilizing advanced targeting to enhance ad relevance and performance.

• Affiliate Marketing: Especially potent for brands like Good Housekeeping, which thrive on product recommendations.

• Social Distribution: Critical for brands like Cosmopolitan under new editorial leadership focused on social-first strategies (13:14).

Innovative Partnerships and Events

The integration of Motor Trend opens avenues for unique advertising opportunities tied to automotive events and enthusiast communities, enhancing brand engagement through experiential marketing (16:00).

Leveraging Technology and AI

Ad Tech Tools and Dashboards

Rachael emphasizes the importance of daily dashboards that track site performance and revenue metrics. These dashboards provide a high-level overview and detailed insights, enabling her team to make informed decisions swiftly (16:30).

AI Integration at Hearst

AI plays a pivotal role in optimizing ad tech strategies at Hearst:

• Targeting and Insights: AI-driven tools enhance targeting capabilities and provide deeper insights into audience behavior.

• Workflow Improvements: Automating routine tasks allows the team to focus on strategic initiatives and creative solutions (21:57).

• Collaborative Innovation: Teams across Hearst are exploring AI applications to elevate both product offerings and service delivery, ensuring that human judgment and authenticity remain central (21:57).

Rachael specifically mentions collaboration with team members like Mike Nuzzo and Jen De Ray, who are instrumental in integrating AI into targeting and product development (21:57).

Balancing Professional and Personal Life

Maintaining Positivity Amidst Challenges

Rachael candidly discusses the pressures of working in a rapidly evolving industry. She acknowledges the challenges but remains optimistic by fostering collaboration, maintaining a sense of humor, and celebrating team creativity (25:39).

Grounding Through Personal Life

To stay grounded, Rachael relies on personal connections and her new puppy, which provides daily moments of joy and stress relief (25:39).

Looking Ahead: Future Opportunities

Preparing for Q4 and Beyond

As Q4 approaches, especially with vital periods like Fashion Month, Rachael focuses on ensuring stable revenue streams and supporting advertisers without introducing major changes. She looks forward to post-Q4 advancements in AI and workflow enhancements that will drive strategic growth in the new year (20:36, 24:21).

Excitement for Technological Advancements

Rachael is particularly excited about the continued integration of AI in ad tech, expecting it to revolutionize product development and service offerings, thereby enhancing both advertiser satisfaction and revenue generation (21:57).

Conclusion

In this insightful episode, Rachael Savage offers a deep dive into the complexities of revenue operations within the publishing sector, the transformative impact of mobile and social media on ad tech strategies, and the promising future shaped by AI integration. Her balanced perspective on professional challenges and personal well-being provides a relatable and inspiring narrative for listeners navigating the dynamic world of advertising technology.

Notable Quotes

• "When I was in seventh grade, I learned how to write HTML, and I can very much connect that experience to where I am right now." — Rachael Savage 02:25

• "Programmatic is built for the few, but advertisers need scale without the complexity." — Rachael Savage 02:25

• "At Hearst, we need to reach our audiences everywhere and really think about how we're working with advertisers to tailor messages and show up in all of those places." — Rachael Savage 07:15

• "I love it and I'm glad they do it." — Rachael Savage on daily dashboards 16:30

• "AI can influence all of that. And so it's just making sure that we do the right foundational work to get there." — Rachael Savage 21:57

• "When things get really bad, I just look at my puppy pics these days and I am. It's like my little dopamine hit." — Rachael Savage 25:39

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