BuzzFeed this week tapped Greg Coleman as its president, and Advertising Age caught up with him to talk about BuzzFeed's programmatic plans, among other things.
Advertising Age asked: “You told the Wall Street Journal that you plan to focus partly on programmatic advertising. But that typically involves banner ads, which BuzzFeed doesn't run. Can you explain how programmatic ad selling would work at a place like BuzzFeed?”
Coleman’s response: “I don't know how we're going to get there. But because BuzzFeed is not accepting any banner ads whatsoever, getting into the world of programmatic is going to take a lot of work, ingenuity and creativity. And maybe we won't get there. We're certainly going to put our heads together to see if there is a really intelligent way -- keeping to the mandate of no banner ads -- of where we crack that code. I think we'll have some really good partners -- including the current team at Criteo. They'd love to find a way to work with BuzzFeed as a publisher, but nobody has the answer.”