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AudienceScience, a global digital marketing company with offices in Bellevue, is closing its ad network business effective Jan. 1 so the company can focus solely on the AudienceScience Gateway, its global SaaS-platform for marketers.

The end of the ad business resulted in the elimination of 33 sales and marketing jobs among four U.S. locations and support positions in India. A number of ad network employees were moved into roles supporting AudienceSciences’ platform business. CEO Jeff Pullen estimated that the company had 230 employees in June.

“Networks have had an important role in the industry, but ultimately networks and trading desks obscure marketer spending to the advantage of middlemen, not the marketer,” president Mike Peralta writes in this blog post. “Being able to support greater transparency for marketers makes this an exciting time for AudienceScience and our clients.”

For the past few years, the company has been in the process of developing an integrated platform-solution based strategy that focuses on the top brands AudienceScience serves. Since 2003, AudienceScience has powered over 300,000 targeted campaigns worldwide.

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