Federated Media Goes Full Programmatic

fedFederated Media on Tuesday announced the sale of its content marketing arm to LIN Media and the rebranding of its programmatic arm to sovrn Holdings, Inc.

The publisher-side technology company — which brands itself as “sovrn” with a lowercase “s” — is now fully invested in all things programmatic, including real-time bidding (RTB), “programmatic direct” sales and private marketplaces.

Walter Knapp, former chief operating officer of Federated Media, has been named CEO of sovrn. He spoke with RTM Daily about the decision to sell the content marketing arm and focus entirely on programmatic sales, what the company actually does and where the media-buying industry is heading.

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