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.
Pay no attention to that man behind the curtain! Uncovering the mysteries of programmatic advertising