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Publishers' branded content is going programmatic. Today, Sharethrough and AppNexus are rolling out real-time bidding for Sharethrough's news feed-like promos.
Publishers like Forbes, People, Men's Health and USA Today Sports work with Sharethrough to set up ad formats that slide between articles to distribute sponsored content and native ads. Ultimately, the ads are sold by the media companies to brand marketers including American Express, Pepsi and Intel as sponsored content.
Now, agencies will be able to buy those ads through AppNexus' programmatic platform, which is already a big player in display and video programmatic inventory.