Online tech publisher VentureBeat has expanded its sales operation by hiring Aaron Golden as senior vice president of sales and business development. Golden is expected to broaden VentureBeat’s ad services—integrating the company’s media, event and custom research efforts into new sales opportunities.

Last at, where he was co-founder of the cloud-based, outdoor advertising services platform, Golden will help lead custom sales efforts that sites of VentureBeat’s size—around 6 million monthly readers—are increasingly relying on.

As online content sites of mid-market scale diversify into events and data sales, they’re also building customized ad products that pull together those same elements.

Since stepping away from the Federated Media network in 2012, VentureBeat has been building a dedicated sales operation, which at the time started with the appointment of Ken Beach as the company’s first chief revenue officer.