Скачать или смотреть BuzzFeed.com's Ad Strategy: Programmatic vs Direct

Layout Teardown is a video series where Ben, our General Manager, and Brock, our Head of Product, break down the ad strategies and website layouts of popular publishers. In this episode, they take a closer look at BuzzFeed.com, a site that still attracts over 70 million monthly visits despite shifts in the digital media landscape.

Ben and Brock unpack how BuzzFeed monetises through a mix of direct deals, programmatic advertising, and branded content—layered into a layout that’s optimised for both revenue and user experience. They explore how BuzzFeed uses high-impact ad units, outstream video, and infinite scroll to drive viewability while maintaining content flow, and share takeaways for publishers looking to scale without compromising UX.
Discover how BuzzFeed combines a smart ad stack, strategic layout design, and advanced audience targeting to power one of the most effective monetisation models in digital media.

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📕 Video chapters if you'd like to skip through
00:15 - Intro
00:31 - Why we are taking a look at BuzzFeed
00:48 - BuzzFeed’s Ad Heavy Strategy
01:06 - General Programmatic Overview
02:05 - Average Visit Duration
02:55 - Prebid Outlook
04:51 - Advertiser vs Publishers’ perspective
05:10 - Prebid Configuration
06:11 - Why BuzzFeed’s Ad Stack is Strong
06:50 - BuzzFeed’s Layout Unpack
07:14 - Why Layout Shift
08:09 - BuzzFeed’s Cumulative Layout Shift (CLS) trade-off
08:35 - Their Unique 300x50 Ad Unit
09:54 - Massive Video Ad Units
10:32 - Above the Fold Video
10:43 - Refresh Direct
11:48 - Average Scroll Depth
12:28 - Reason for Infinite Scroll
13:00 - Audience Strategy + Message
14:55 - Mobile Layout Breakdown
16:37 - General M-Rec Strategy
17:51 - Rich Media Recommendation
18:33 - Key Takeaway on Mobile
19:32 - Mobile’s Infinite Scroll
19:47 - Recap
20:25 - Outro

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🧠 POWER UP TODAY:
👉 Traffic Shaping: The Antidote to Bidstream Bloat | https://bit.ly/4l7WOz0
👉 Data-Driven Curation: Leveraging Audience Insights for Superior Ad Performance | https://bit.ly/3TZJHVs

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