Dive Brief: 

• Publishing house Hearst has driven  4% to 42% of overall traffic in the past year from Facebook, and now is looking to monetize its efforts from the social network. 
• Advertisers with the publisher will now have the option to target users coming from Facebook with the new "Trending Stories" product. 
• The targeted ads will pop up as a roadblock to users who click a link to Heart publications from Facebook. 

Dive Insight: 

By increasing traffic to 42% in just one year Hearst clearly has a sound plan in place to monetize those visitors. Often social media visitors aren't thought to be as valuable because they tend to not spend as much time on the publisher sites. Though with Hearst's high numbers, it would be hard for advertisers to ignore that segment of readers.