Demand Media Shifts Ad Strategy

Santa Monica-based Demand Media, the publisher of online content, said late Tuesday that it is changing its advertising strategy to exclusively focus on premium programmatic ads. The company said the move will result in the elimination of its premium display salesforce. Premium programmatic ads are typically a controlled set of inventory of advertising only made available to brands and advertisers by a publisher through its own private exchange; it's unclear what exactly the move means in Demand Media's case. Demand Media also did not say if those sales people would move to other efforts in the company or would be let go.

In an unrelated announcement, Demand Media also said this morning that it has inked an advertising partnership with Cisneros Interactive, where that firm's RedMas unit will be awarded exclusive representation for the branded digital advertising solutions available on Demand Media's eHow en Espanol site, in key Latin American countries. Terms of that deal were not announced.