BuzzFeed engineering on company’s programmatic ads
Appreciate the team at BuzzFeed sharing details on the rollout of programmatic ads. Some nuggets:
- DFP and Facebook being used for programmatic targeting currently (no mention of DMP in this article). They do have a cohort that’s still excluded from ads to compare UX metrics.
- Ad units collapse if there isn’t a fill on the impression, a bit different than the remnant or backfill strategy usually seen.
- No header bidding at present although it’s on the roadmap to increase fill rate.
- See BuzzFeed’s “Display Card” custom native ad unit available on their PMP (demo creative is naturally a shoutout to BuzzFeed’s Philly patron, Comcast NBCU).