Companies like Federated Media swept up the star names and built businesses and marketing around them.

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Before Graphicly he was head of biz dev for Lijit, the blogging and publishing start up acquired by Federated Media in 2011.

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John Battelle, the founder of Federated Media, told Digiday that in five years marketers will be able to buy native units across a still-to-be-built unified programmatic platform.

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Federated Media handles the ad sales for a 40% cut.

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Dell was in San Francisco Tuesday at the Web 2.0 Summit, where he was interviewed on stage with John Battelle of Federated Media, now a senior member of entrepreneurial CEO class.

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His Federated Media Publishing is selling ads on more than 100 blogs, giving ad buyers the ability to spend big money on a collection of highly specialized sites--many of them focused on tech--that suit their needs.

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