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Demand Media Chooses Krux as Its Data Management Platform

Demand Media, Inc. (NYSE: DMD), a diversified internet company comprised of several media and marketplace properties, has selected Krux, the industry leading data management platform (DMP), as its primary DMP in order to help deliver rich, audience-based insights and solutions to marketers and advertisers. The Krux platform will also serve as a repository for creating unified audiences across its media portfolio of sites including eHow.com, LIVESTRONG.COM, Cuteness.com, Techwalla, and Leaf.TV, and help power closed loop re-targeting and attribution systems for its marketplace businesses Society6, Saatchi Art and The Other Art Fair. Krux will help Demand Media further leverage user behavior signals to identify users at each stage of a consumer’s journey. This marks the second renewal during the partnership of the companies.

"Although Krux was the incumbent, we evaluated all leading DMPs fairly and rigorously and Krux was the clear standout,” said Daniel Bornstein, Senior Vice President, Media Monetization and Operations for Demand Media. “Krux offers unparalleled support in security, flexibility, and product roadmap across all of our businesses. They are more than a technology provider – they are a true business partner."

“We are grateful for the confidence Demand Media places in Krux, and we’re honored to continue powering its breakthrough data strategy,” said Krux Chief Marketing & Strategy Officer, Jon Suarez-Davis. “Demand Media is an innovative publisher with a long history leveraging the power of people data to drive more relevant consumer experiences and real business results for its advertising clients.”

Demand Media will also utilize Krux Link, a service that powers business-to-business data and media activation. Through Link, Demand Media will be able to safely share its valuable and closely guarded audiences on a 2nd party basis. Krux provides Demand Media with access to a peer-to-peer data connections platform that will provide a secure, transparent mechanism to monetize its consumer data assets.

Demand Media fiercely protects all data from its channels and by working through a secure and safeguarded system such as Krux Link, it is able to decouple this data from media buys and share it with a brand or DSP to target on external properties. This system is integral as brands are able to custom tailor programs and access audiences during the times that matter most, honing their campaigns with meaningful data on their own terms in their own systems, and allowing brands even more control to optimize their programmatic and direct spends.

“With a majority of traffic coming from search to specific articles, we see very high correlations between our content and the user's intent. Krux allows us to analyze, model and deliver those audiences and insights to advertisers,” said Scott Messer, Vice President, Content Channels for Demand Media. “If you are searching for how to refinance your home or the best ways to clean an oven and you land on our pages, your intent is quite clear, and that intent has a lot of value for advertisers, beyond just that page view. Brands should see this as a great opportunity to work closely with high quality publisher data in ways never possible before.”

About Demand Media

Demand Media, Inc. (NYSE: DMD) is a diversified internet company that builds platforms across our media (eHow and LIVESTRONG.com) and marketplace (Society6 and Saatchi Art) properties to enable communities of creators to reach passionate audiences in large and growing lifestyle categories. In addition, Demand Media’s custom content solutions (studioD) and diverse advertising offerings help advertisers find innovative ways to engage with their customers. For more information about Demand Media, visit www.demandmedia.com.

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