• by Tobi Elkin  @tobielkin, August 18, 2017

Uproxx Media Group, which runs web properties geared to millennial men, on Friday said it launched a programmatic guaranteed ad buying option via DoubleClick Ad Exchange.

Marketers will use DoubleClick Bid Manager or MediaMath for their programmatic Uproxx campaigns,  enabling them to reach specific audiences at scale through pre-reserved inventory across the company’s media properties. 

Earlier this month, Google selected Uproxx as one of its 40 programmatic guaranteed publishers to highlight on its buy side.

Uproxx inventory has previously only been available either on a direct basis or through the Uproxx private marketplace. With the new option, advertisers will receive guaranteed delivery of reserved inventory, similar to a traditional direct buy, but they’ll have the ability to implement a campaign in real time using programmatic data and technology, the company said.

This means advertisers will be able to target their own audience lists on Uproxx properties while achieving scale for their data-driven campaigns across other publishers in the DoubleClick Ad Exchange programmatic guaranteed network.

Inventory available through the programmatic guaranteed offering includes display, video, and mobile ad units including some mobile-first custom ad products.

During initial testing, Uproxx said advertisers have seen pre-roll completion rates of more than 85% and 3 x the click-through rate on display units, compared to industry standards.

“Programmatic Guaranteed provides the transparency that our clients are demanding from the marketplace," Jen Sargent, president, Uproxx Media Group, told Digital News Daily via email. "It’s a solution that easily integrates first-, second-, and third-party data with our premium inventory and current operational workflow.”  She said that Uproxx was seeing increases in programmatic guaranteed spending.

Uproxx distributes content to more than 40 million monthly users through its UPROXX, HitFix, Dime, Real Talk, With Spandex and BroBible brands.