Vox Media was once as skeptical as any publisher to fully hand over its ad business to the uncertainties of programmatic advertising.
Now, it has found a way to leverage the tools of automation while maintaining the control of direct selling — and preserve its high direct ad rates. It does this through private marketplaces and now programmatic guaranteed.
“The evolution of programmatic into the guaranteed space makes it more like the craft business, but you still have the benefits of efficiency of programmatic,” said Joe Alicata, vp of product and revenue at Vox Media.
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