“They’ve invested far too heavily in content, which is the commodity asset,” Wieser said of Yahoo. “Buying AOL’s content assets would accelerate that wrong decision.”
During AOL’s earning call on Friday, Armstrong talked of wanting to be one of the top three players in the industry. That would mean shaking off close competitors like Yahoo and rising to the level of Facebook and Google.
And AOL’s struggle to compete with Facebook and Google could give Yahoo and other smaller players a shot.
“Facebook and Google are so far ahead in data and scale and non-cookie-based data,” Lang said. “And there are so many tier-two players trying to get to the No. 3 spot.”