Telstra is set to form a digital advertising company by merging its online advertising sales business Sensis Digital Media with BigPond Advertising and Telstra Classifieds.
The business will sit under the Media Application and User Experience (MAX) group, and will be headed up by head of Telstra media classifieds Michael Padden. Padden will work closely with general manager of Sensis Digital Media Mark Shaw.
The move will see Sensis Digital Media merging with the publishing and advertising elements of Telstra's media businesses.
Padden said: "We're aligning the teams from across Sensis and Telstra that are responsible for creating the digital advertising content – with those responsible for selling it.
"It makes perfect sense and the new business is going to provide even more innovative and effective ways for advertisers to reach their audience."
Shaw said: "We’re creating a strong platform for growth and innovation across online, mobile and IPTV. This is an exciting move which will result in a consolidated leadership position in the digital media industry."
Sensis first launched its digital advertising division as MediaSmart in 2002, before rebranding as Sensis Digital Media in 2010.
Have something to say? Send us your comments using the form below or contact the writer at davidblight@yaffa.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.