How Vox is Embracing Programmatic Advertising

Digiday published a smart analysis of Krux customer Vox Media's approach to programmatic advertising.

Here's an except. 

Vox wouldn’t say what percentage of ads it sells through programmatic channels, but it started offering programmatic guaranteed in the past six months by taking part in a Google pilot program. The online publisher has done about a dozen such deals with brands so far, Alicata said.

Vox uses the same 20-odd-person sales force to sell direct and programmatic across its eight Web properties, which include, SB Nation and The Verge. It’s using Google DoubleClick for programmatic guaranteed. It runs private marketplace sales through Rubicon Project and Google’s AdX, and Krux is its data-management platform.

Read this article on Digiday