“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Michael Balabanov, account director at AOL. If we treated political advertising the same way we treated consumer advertising, we’d pull wide swaths of demographic data – female, 18-34 years old, educated – and spray them with […]
There’s no splashy programmatic AOL upfront at this year’s Advertising Week. Instead, the company is addressing more serious matters – like the state of integration with Yahoo amid a data breach. AOL’s senior execs are also talking up consumer-driven content and innovative ad formats. “We had this giant emphasis on algorithmically driven media over the […]
Microsoft underwent big shifts in its platforms and ads business in the last year, first when it shook up its sales structure by outsourcing its direct order business to AOL and again, when it dropped $26.2 billion on LinkedIn. And now, Microsoft is eyeing artificial intelligence. It recently bought messaging app developer Wand Labs to beta test intelligent chat […]
Yahoo and AOL sell the same stuff to the same advertisers and, once their sales organizations combine – likely after the deal closes around Q1 2017 – there will be plenty of layoffs. Yahoo CEO Marisa Mayer said as much in Monday’s call to investors as the acquisition progressed. She said the company already has its lowest headcount since […]
Despite similar origins as Web 1.0 content portals, Yahoo’s inability to shake its roots and AOL’s decisive transformation into an ad tech company sent the two down starkly different paths, even as they both landed beneath Verizon’s big red checkmark: the communications giant purchased AOL for $4.4 billion last May and revealed its intention to […]
Verizon won’t complete its $4.8 billion acquisition of Yahoo until next year, but that hasn’t stopped speculation about which pieces of ad tech will come along for the ride. As Yahoo and AOL built their respective ad stacks to serve publishers and advertisers over time, obvious crossovers have occurred. So what’s complementary, what’s redundant and […]
With its acquisition of Yahoo on Monday, Verizon – and therefore AOL – is sinking its hooks into a treasure chest of cross-device data. “It’s very large and very deterministic,” said 360i president Jared Belsky. Cross-device connectivity was ostensibly one of the big motivators behind Verizon’s acquisition of AOL in May 2015, and now the same […]
By Kelly Liyakasa and Zach Rodgers Verizon emerged victorious in the bidding contest for Yahoo, snapping up the media and technology assets of the still huge if perpetually down-at-the-heels digital media giant for $4.8 billion. The deal, officially announced Monday, dramatically extends the carrier’s addressable audience, adding 600 million monthly active mobile users that […]
Microsoft and LinkedIn both have advertising businesses. But Microsoft’s $26.2 billion acquisition of LinkedIn wasn’t about advertising. At least, that’s not the main reason. “It’s less about ad tech and more about mar tech,” said William Furlong, a former Bizo executive and current adviser and consultant. Forrester VP and principal analyst Melissa Parrish agreed. While […]
With TV upfront negotiations underway, digital tactics are wielding more influence as networks court buyers with cross-platform guarantees and enhanced data products. “You can still invest client dollars in proven media, but upfronts are now about online video partnerships you can make long-term investments in,” said Maureen Bosetti, the chief investment officer for Interpublic Group’s […]
