High Value Publishing · 2026-02-24 · 20 min
Eric Shanfelt shows media companies how to use programmatic advertising on owned and operated media. He focuses on the practical business decisions behind filling unsold inventory on your site and in email newsletters, while protecting user experience, staying on the right side of compliance, and having an actual impact on your business. Topics covered: Owned and operated vs non-owned programmatic advertising When programmatic backfill is worth using Why B2B sites often have a more difficult time with programmatic backfill Different types of programmatic backfill Programmatic in email newsletters Overlay ad formats and user experience considerations Affiliate links and how to stay compliant legally and with SEO Learn more at
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