Feb 28

John Battelle Steps Back In as Federated Media CEO

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John Battelle, founder and former CEO of Federated Media, the ad-sales network for independent media properties, is returning to the CEO role, the company announced today. CEO Deanna Brown, who Mr. Battelle hired in 2009 as president of the company, and later became CEO, will be leaving the company.

The announcement comes a few months after Ms. Brown said the company would be betting on both native ads and programmatic buying, rather than the selling of traditional ad units. At the time, the announcement came across more like marketing position to explain why the business was suffering rather than a true attempt to get ahead of industry trends.

The company saw some of its top sales and marketing talent leave over a few months in late 2011, capped off by the departure of chief marketing officer Pete Spande.

Continue reading at AdAge.com

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