For publishers, embracing programmatic is not a black or white decision

For publishers, embracing programmatic is not a black or white decision

AdExchanger

Publishers, including Refinery29 and BuzzFeed, represent hot digital content brands that have recently decided to opt out of the real-time bidding (RTB) ecosystem. Some, like BuzzFeed, don’t even sell traditional display advertising, choosing instead to build a business on native content, video and other more engaging options. Yet many other publishers have taken the opposite approach.

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