Dive Brief: 

• Gawker is making a "strategy shift" and opening up real-time bidding for advertisers via demand-side platforms and agency trading desks. 
• Previously, the publisher asserted that it would only sell directly through its salespeople, but industry pressure made the ad tech shift inevitable. 
• Going forwared, Gawker salespeople will focus on selling custom programs through Studio@Gawker and let technology handle standard display advertising. 

Dive Insight: 

Gawker is certainly not the only publication hesitant to give in to ad tech. Both Turner Broadcasting and USA Today have backtracked on statements that they wouldn't offer ad exchanges. Gawker's model of selling premium content-centered advertising through its salespeople and display advertising through technology is something we're sure to see more of.