A few years ago, said Zach Friedman, VP of digital ad sales at Fox News Channel, direct sales drove the bulk of revenue for the network. But that has changed drastically, he told the audience at the Publishing Insider Summit in Key Largo, FL, this morning.
“Programmatic is a huge part [of our revenue now],” said Friedman. “We’ve had to address it.”
Friedman said “addressing” it included training their direct sales team to understand programmatic -- tactics which were “remarkably different” from what the sales team was accustomed to.
“We’ve had to rethink [the sales structure],” he added. “We had to take a step back and reallocate some resources, and I think it will continue to go that way.”