Mid-sized publishers are challenged to find advertising partnerships among BuzzFeed and huge social networks

You might have heard: The Guardian announced Pangaea Alliance, programmatic ad sales network with CNN International, Reuters, Financial Times and The Economist and the UK Association of Online Publishers leads a programmatic marketplace with Telegraph, Time Inc. and Dennis

But did you know: As programmatic ad buying and start-ups backed by venture capital continue to grow, mid-sized publishers are feeling pressured to rapidly grow their audiences with less money. Agencies are looking for deeper and fewer partnerships that can serve up massive audiences, making it difficult for mid-sized publishers to compete. For publishers without a huge audience, reaching a niche audience is another way to appeal to advertisers.

+ Related: The Boston Globe is building niche sites around life sciences and Catholicism; McClatchy newsrooms are forming lists of “signature topics” to pursue (Poynter)