Demand Media Dumps Direct Sales Business

Fully embraces programmatic

Demand Media's direct sales business has bought the farm.

The company has eliminated multiple sales positions as it moves toward fully embracing programmatic ad sales. According to interim CEO Shawn Colo, this move is all about market dynamics.

"We're making a shift from premium display to programmatic," he said. "Going forward, we're not focusing on premium display, and as a result we've eliminated number of positions."

Colo wouldn't say how many. But he was emphatic that today's move shouldn't be viewed as a major retreat by Demand, which has been hammered in recent years by Google's changing algorithm, major departures and the failure of several celebrity-driven brand launches. 

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