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BuzzFeed’s four-year-old programmatic business is the engine of its advertising growth. That muscle will come in handy as publishers and marketers enter the usual frenzy of the fourth quarter against the backdrop of the delta variant threatening to derail ad creative and campaign budgets.
On its road to becoming a public company, the publisher wouldn’t break out specific programmatic revenue, but overall ad revenue for its second quarter increased 79% to $47.8 million. Advertising makes up 53% of its total second-quarter revenues with growth driven by higher pricing on programmatic ads and an increase in the total number of impressions sold.
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