After an initial wave of integration, Millennial Media, the mobile ad platform AOL acquired in September for $240 million, rolled out its first ad product under new ownership – TV Commercial Retargeting. The new ad product is backed by a partnership with Rentrak, which aggregates set-top box data across 25 million households, tapping into data […]
In the four months since Verizon’s acquisition of AOL closed, AOL absorbed Microsoft’s advertising business, dropped $238 million on Millennial Media and Verizon revised its privacy policy in anticipation of its data flowing into the AOL stack. Since AOL launched a unified platform called ONE, it has preached the gospel of “openness.” But will that standard hold once Verizon’s […]
We hear about TV budgets being reallocated to digital, but how much budget exactly? According to an AOL survey of 300 brands, agencies, and publishers, nine out of 10 of those buyers push 10% of their TV budgets to digital. While that’s good news for online publishers, it creates additional burdens around how data can […]
Toyota Motors is a big TV spender. It bought, according to Kantar Media, three minutes of commercial airtime during Super Bowl XLIX –trailing only Anheuser-Busch and Fiat Chrysler. Although Toyota will continue to invest in big TV tent poles, it’s test-driving more digital video activation, and is sponsoring premium NBCUniversal video running on AOL’s network. […]
When AOL agreed in June to bring Microsoft’s sales organization into AOL, nearly doubling the amount of front-line salespeople to a total of 1,000, head of sales Jim Norton saw an opportunity. AOL knew there were a number of ways it could improve its sales force to better align with the organization’s structure: custom solutions […]
At AOL’s annual programmatic upfront (now called the “Future Front”) Monday, its parent, Verizon, staged a showy coming-out party for a video content network called Go90. Besides Go90’s official launch, Verizon revealed it had secured its first upfront commitment from agency holding company Publicis Groupe. The deal has a couple of implications. On the content […]
AOL has packaged a number of its creative point solutions into a single platform called ONE by AOL: Creative, which the company revealed Tuesday. The self-serve banner, video and mobile ad creator was built on the back of Pictela, a rich media tool AOL acquired in 2010, which provided templates for marketers to create custom, […]
AOL’s acquisition of Millennial Media for $238 million was a coup for its purchaser, if not for its investors. The mobile ad platform went from an opening-day share price of $23.50 to $1.75 when AOL announced its intent to purchase Thursday. But Elgin Thompson, managing director at investment firm Digital Capital Advisors, cautioned not to […]
Does Verizon have access to rich user data? Undeniably. Will Verizon successfully capitalize on that opportunity? Questionable. After all, Verizon’s user data is only as valuable as its data practices. Verizon could certainly benefit in the wake of an acquisition spree that somewhat resembled a line of falling dominos – AOL into Verizon, Millennial Media […]
By Kelly Liyakasa and Zach Rodgers Verizon-owned AOL will snap up mobile ad platform Millennial Media, the companies said Thursday morning. AOL will pay $1.75 per share of Millennial stock, valuing the company at $238 million, as was previously rumored. This price is a considerable premium over the company’s Wednesday close-of-trading market cap of $187 million. As AdExchanger […]
