BuzzFeed restructure focuses on mobile and web programmatic

BuzzFeed, the digital publisher, has announced changes to its sales team which align the company more closely with its programmatic ambitions.

According to Recode, 20 members of staff are being laid off as part of the move. In addition, there is some rumour that the company’s French office could close leading to another 45 jobs lost. In 2017, BuzzFeed already laid off 100 people.

The company has been busy revamping its programmatic efforts since 2017 when it launched programmatic banner ads for mobile apps.

Lee Brown, BuzzFeed’s chief revenue officer, explained:

“Over the past two months, I’ve put a lot of time getting my arms around the new Advertising org, to ensure we’re evolving our teams to best support our expanded product mix. We have some real areas of opportunity where we can invest in talent and resources to evolve our organisation, better support our diversifying product offering, and drive new revenue. There are some clear areas where we can operate more efficiently and ease the workload for our overextended teams. As a result, we’ll be rolling out some changes to our teams and how we operate over the next couple weeks.”

For 2018, it wants to deepen its focus on the format. The restructure means that new roles will be created as well.