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Last year, Group Nine Media joined the NewFront party. With the injection of $100 million from Discovery still fresh in its veins, the company wanted to formally introduce itself to the advertising community.
While some team members had Upfront or NewFront experience, it was CEO Ben Lerer’s first rodeo. It was also the first time all Group Nine brands—former Lerer Hippeau Venture sites NowThis, Thrillist and The Dodo, as well as Seeker (formerly known as Discovery Digital Network)—partnered on an initiative to figure out how to work together, from the management team to the grunts.