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This month, shoppers looking to stock up on Halloween candy can buy 160 mini chocolate bars for a mere $16 on ecommerce site Boxed. And starting this week, the confectionery marketers looking to target them with ads can virtually jostle for position like trick-or-treaters searching for the last Snickers in a plastic cauldron.
That’s because Boxed, a 4-year-old digital wholesaler with a few million monthly customers, is introducing a real-time auction platform for its top-of-the-page, sponsored search results.