Why Bauer Media ditched its sales team and went all programmatic
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The publishing world has long seen programmatic as the realm of cheap, unsold inventory with far less revenue potential than what’s sold through direct channels. But times are changing. Bauer Xcel Media, the U.S. arm the European magazine company, has shuttered its direct sales team in favor of a programmatic-only approach, which it says has been both more lucrative and scalable. But others aren’t convinced that going all-in is the best route for most media companies, particularly those who assume that “programmatic” automatically means “efficient.”
Bauer MediaProgrammatic
“The publishing world has long seen programmatic as the realm of cheap, unsold inventory with far less revenue potential than what’s sold through direct channels. But times are changing. Bauer Xcel Media, the U.S. arm the European magazine company, has shuttered its direct sales team in favor of a programmatic-only approach, which it says has been both more lucrative and scalable. But others aren’t”Fonte
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