John DeVine, Oath’s newly minted CRO, faces a steep challenge in integrating Yahoo and AOL’s sales organizations. “Priority one is cultural alignment and making sure we have clarity on who our clients are and where we’ll win in the marketplace,” DeVine told AdExchanger. “We’re going through the process now to bring the two sales teams […]
By Sarah Sluis, Kelly Liyakasa and Alison Weissbrot Some publishers excel in programmatic in ways that make buyers take notice. The best way to stand out in programmatic is by integrating sales teams so it’s easy to buy programmatically and direct with a single conversation. Smart publishers don’t create incentives that make salespeople push direct […]
Yahoo’s new parent, Oath, will have to make do without one of the acquired company’s key ad platform executives. BrightRoll CEO Tod Sacerdoti is exiting the video demand-side platform and exchange he founded in 2006, according to a source with knowledge of the company. Yahoo bought BrightRoll for $640 million in 2014. An unconfirmed number […]
Oath is having its coming-out party in Cannes. On Monday, AOL executives officially launched Oath at the advertising festival in Cannes, following the close of Verizon’s $4.8 billion acquisition of Yahoo last week. The execs also clarified lingering questions about how it will integrate assets from AOL and Yahoo into Oath’s pending ad tech […]
Verizon completed its $4.5 billion acquisition of Yahoo’s search, email and digital media assets on Tuesday, almost a year after announcing its intent to buy the first-wave internet giant. Marissa Mayer, Yahoo’s embattled CEO since 2012, is leaving the company. Just because Verizon has cleared the first and most fundamental hurdle in creating Oath, the […]
Although Verizon’s appetite for ad tech was the main driver behind its acquisition of AOL, it’s content that really sweetened the deal. “Our content is a differentiator for Verizon amidst all of the other telcos,” AOL CMO Allie Kline told AdExchanger. But there’s a lot knocking around under the AOL umbrella – everything from ad tech […]
The Verizon-Yahoo marriage is still on and will close “as soon as practicable” in Q2, the companies announced Tuesday. The companies have jointly amended the terms of their purchase agreement by $350 million, shaving 7% off Yahoo’s original sticker price of $4.8 billion. The agreement puts an end to a monthslong game of “Will they, […]
Publishers like Bloomberg and The Washington Post have raced to roll out non-intrusive ad formats priced on attention and engagement metrics. The IAB’s efforts to curb disruptive ad experiences also reinvigorated the dialogue. Verizon-owned AOL is the latest to join the conversation. On Thursday, it dished up several new ad formats designed around consumer engagement […]
The Verizon/AOL vision is starting to take shape, and it looks a whole lot like Facebook Custom Audiences. But there’s a FCC-shaped question mark looming over the endeavor. The Federal Communications Commission passed sweeping online privacy regulations in October that will require internet service providers to obtain an affirmative opt-in consent before using a customer’s […]
To even the most casual observer, AT&T’s $85.4 billion bid for Time Warner appears to accelerate the multiyear land grab between telcos like Verizon and the media and ad tech hybrids like AOL. Although the deals have obvious similarities – both AT&T and Verizon are mobile carriers seeking to grow subscribers and diversify their infrastructure […]
