Partner Perspectives with BuzzFeed’s Michele DeVine
In our new Partner Perspectives series, we’ve collected valuable insight into the trends and game-changing projects our partners are leaning into. To kick things off, Michele DeVine at BuzzFeed gave us an exclusive interview on how BuzzFeed is all in with video, and why programmatic is so important for publishers like them.
I’m Michele DeVine. I’m the Senior Director of Programmatic Partnerships at BuzzFeed. I essentially lead our programmatic sales efforts. BuzzFeed is fully focused in on video, from our top-down Tasty videos to our BuzzFeed shows on YouTube to our morning show AM to DM on Twitter. And so we’re going to continue to focus and build within the space, because it’s so important right now.
Something that we’re really leaning into is interactive video. So we recently partnered with Eko to make interactive video available across BuzzFeed properties, so our users are able to make decisions throughout the video that ultimately lead to how the story unfolds. We’re very much a programmatic first company, when it comes to onsite media, and what I mean by that is, as we onboard new functionalities and capabilities and formats, we make it available to programmatic first. We’re also providing pricing efficiencies for Programmatic Guaranteed vs. direct I/O.
I think, at the end of the day, I’m really trying to show fluidity between Programmatic and Direct. We want our buyers to have flexibility when they execute a campaign. But on that same note, I very much believe that the future of media buying is within programmatic, and so we’re doing everything we can to make sure that our buyers are able to make that shift into programmatic alongside us. And because of that mentality, that part of our business is really scaling. I assume that it’s going to continue to increase and ramp at a really fast pace.
Tags: Automation, BuzzFeed, Partner Perspectives, Partnership, premium publisher, programmatic, Programmatic Partners, Publisher, rubicon project, Sellers, Technology, Video