Revolution can exclusively reveal that the new division will act as a one-stop-shop for advertisers looking to buy inventory across Channel 4's portfolio of websites, as well as a network of more than 40 third party sites including BT, Thomas Cook and FilmOn.
The creation of the integrated digital division marks a significant step change for Channel 4, which is pushing to increase the amount of revenue it generates from online advertising.
The initiative will be led by Baran, who will step up from his role as head of new media advertising. He will assume overall responsibility for digital sales at Channel 4 across own-branded websites, 4oD and third party sites within the network.
Channel 4 declined to comment on its plans for the new division, but the broadcaster's sales director Andy Barnes is believed to have called a meeting on Friday to outline the project to staff.
The move has already seen Matt Gower step down from his role as head of 4DS in order to start-up his own sales venture. Gower joined Channel 4 in January 2007 to launch the digital sales agency with a brief to attract third party clients.
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