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Why Vox Media Chose to Build, Not Buy, a Programmatic Stack

CRO Ryan Pauley on how the company's ad-tech strategy prioritizes its audience

The company's ad-tech solution is woven in with its publishing platform and allows for more granular audience targeting.Vox Media
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By Shoshana Wodinsky

 

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This week has seen Vox Media’s leadership in the spotlight as the company finesses its response to employees’ unionization requests, which, as of this writing, are still being negotiated. (Vox Media declined to comment due to ongoing negotiations, instead passing along a statement from CEO Jim Bankoff, who said that he “couldn’t be more serious about reaching a fair and highly competitive agreement quickly.”)

Bargaining committees aside, there’s another trait that Vox Media shares with its digital-first brethren: a pivot to programmatic.

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Shoshana Wodinsky

Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.

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