By Sarah Sluis

Some publishers believe programmatic creates a “race to the bottom” for its inventory. Purch, whose portfolio includes TopTenReviews and Tom’s Guide, is taking the opposite approach by using programmatic to establish the baseline value of its media.

This effort, called Purch RAMP (revenue and advertising management platform), will help it create premium, custom advertising opportunities. Call it the race from the bottom.

RAMP starts out solving a familiar problem for publishers: managing header bidding partners. It then saves and stores that bidding information, and applies analytics to understand “the true market value of all our promotional inventory,” said CRO Mike Kisseberth.

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