Home AdExchanger Talks Podcast: Crazy Like A Vox

Podcast: Crazy Like A Vox

SHARE:

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

Programmatic has matured far beyond its early days as a source of low-CPM, backfill demand for publishers, but marketplace friction and talent shortages are still holding it back.

“Programmatic enables so much more than what exists on the direct sales side,” Ryan Pauley, Vox Media’s VP for revenue operations, says in the latest episode of AdExchanger Talks. “But so far a lot of folks have brought to the table the same products … at the same prices.”

It’s not just publishers. Pauley says the buy side is holding up progress too.

“All buyers should understand the ad server setup for everywhere they’re running,” he says. “Am I getting everything via header bidding? Am I slotted below certain things? You need to know what that priority is so you can inform your bid strategy.”

You might be surprised to hear Vox pushing a progressive agenda with programmatic. After all, many VC-backed digital media firms – such as BuzzFeed, Mic and Refinery29 – still shun programmatic.

But the company has not only embraced automated selling, it has sought to push the envelope in areas like dynamic creative and private marketplaces.

“We view programmatic as the means to an end,” Pauley says. “Two or three years ago, programmatic equaled ad network, low-CPM, poor-quality advertising. Now it’s a mechanism through which brands can execute media at scale. And we welcome that and are promoting that as a more valuable and viable option for brands and marketers we work with.”

Pauley covers a lot of ground in this episode: walled garden scale, the ad tech tax, content studios, the problem with “programmatic native” and more. Give it a listen, and subscribe.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.