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).
BuzzFeed engineering on company's programmatic ads