The New York Times, which last May made a move – albeit reluctantly – toward programmatic media selling with the hire of the company’s first director of programmatic advertising, Matt Prohaska, seems to have backtracked.
Prohaska’s position, AdExchanger has learned, has been discontinued as of Tuesday afternoon. Prohaska was not available for comment.
It is unclear as of publication time what this means for the future of the Times' nascent programmatic ad practice, which Prohaska had been hired to oversee. Specifically, he supervised the Times' global programmatic and indirect revenue in display, search, text mobile and video.
Within two weeks of his hiring, Prohaska told AdExchanger that the Times had struck five deals with advertisers interested in accessing its inventory programmatically.