- Media seller Federated Media Publishing has decided to sell its content marketing business to LIN Media and turn its focus toward programmatic.
- The firm has been operating the two sides of the business — programmatic and content — since its acquisition of Lijit in 2011.
- All of FM's content marketing employees will be joining LIN Media and no layoffs are planned.
On the surface, it may seem as if FM believes programmatic is more important than content marketing and that's why it has decided to change focus. The reality is that both businesses are valuable, but just to different firms currently. LIN Media was happy to take on the content marketing side, proving its validity. Programmatic is growing and changing so fast that it makes sense that FM would want to narrow its focus to keep up.