Verizon’s Oath Is Steeped In Data, Mobile-First Content

If anyone doubts how Oath plans to differentiate itself with Verizon’s massive caches of insights from its broadband and wireless services and brick-and-mortar stores, Jeff Lucas makes it very clear. “What Oath offers more than anyone else is deep, deep data,” the Head of Oath’s Americas Sales says. “But also we are thinking about commerce” […]

 
 

Oath Consolidates DSP Assets, Pursues Creative Ad Formats: CRO John DeVine

PALM SPRINGS, Calif – An “embarrassment of riches” in the adtech space is an understatement when it pertains to the melding of Yahoo and AOL under Verizon’s Oath. This includes multiple demand-side platforms  that Oath is “aggressively consolidating down” to a single platform,” says CRO John DeVine. As Oath sorts out the DSP solution, “We’re […]

 
 

Measuring Brand ‘Love,’ Doubling Down On Yahoo Properties: Oath’s Tim Mahlman

LAS VEGAS – Verizon’s Oath is intent on spreading the love in 2018 as it ramps up to offer advertisers alternatives to more unified competitors like Facebook and Google. “Build brands people love” is the mantra of the amalgamation of AOL and Yahoo that is Oath. Fittingly, the company has decided to share its “love” […]

 
 

Speedy Fios Delivers Addressable TV Advantages: Oath’s Brett Hurwitz

MIAMI – Verizon was ahead of the technology curve when it began offering fiber directly to the home with Fios (fiber optic service) in 2005. Now that its Fios addressable television offering just celebrated its one-year anniversary, the company is able to tout the benefits that speed brings to advanced TV targeting. Because it’s a […]

 
 

Oath To Be Mobile-First With Trusted ‘Garden’ Of Content: CRO John DeVine

As it continues to combine the multitude of ad tech and content assets within AOL and Yahoo, a big focus of Oath going into 2018 will be to “own the mobile moment.” This is where parent Verizon will be a key ally. Oath Chief Revenue Officer John DeVine spends much of his time at events […]

 
 

Oath’s Pledge To Advertisers: Trusted Brands, Data And Distribution

CANNES – Sailing against companies like Facebook and Google, Oath—the combined AOL-Yahoo entity—finds itself navigating deeply competitive waters. So it’s apt that the person chosen to pilot the new vessel, John DeVine, not only ran Yahoo’s global operations but also is a former U.S. Navy officer. Oath is a portfolio of more than 50 media […]

 
 

Awesomeness Listened To Gen Z And The Brand ‘Really Took Off,’ Says Bouttier

Not many companies these days compare themselves to the cable television network pioneers of the 70’s and 80’s. Awesomeness is one of them. Using digital pipes instead of coaxial wiring, Awesomeness picked up early funding and set out to capture Gen Z—youths 12 to 24. Just as cable TV networks “erupted out of the new […]

 
 

Like Sponsorships, Content Marketing Requires Connecting With Audiences: Momentum Worldwide’s Weil

LOS ANGELES – If you could hold a mirror to the current world of content marketing it would largely reflect what’s been happening for a long time in sports and entertainment sponsorships. One of the elemental rules is that just borrowing enthusiast audiences doesn’t cut it unless you actually connect with them. “It’s not about […]

 
 

Global Telcos Up The Ante On Advertising And Content: Havas’ Delport

BARCELONA – Having watched as Facebook and Google became “a real duopoly” in the mobile marketing space, telecommunications companies around the world are locked in an arms race to produce content and reap advertising revenue. “Telcos are just understanding that they sit on a huge data lake with first-party data that has incredible value, especially […]

 
 

More Uniform Standards Would Advance One-To-One Targeting: VM1’s Shlachter

LAS VEGAS – True one-to-one advertising targeting on digital and linear television is being held back by too many competing standards, says the President of VM1, the dedicated Verizon agency within Zenith. “The interoperability of all these different systems and platforms and devices just don’t play nicely together today. But over time it’s definitely where […]

 
 

OMD’s de Nardis: Facebook Metric Misstep Highlights Need For Third-Party Measurement

There’s enough disruption in digital advertising, so a flap at Facebook and uncertainty surrounding Twitter are best dealt with quickly. That’s the view of Mainardo de Nardis, CEO of OMD Worldwide, Omnicom’s global media communications agency. Last month, Facebook apologized after major agencies became aware that the social media behemoth had erred in the way […]

 
 

Verizon Is An ‘Oil Field’ Of Data For AOL Ads, Content Delivery

What will AOL and its users get out of the company’s recent acquisition by Verizon? Better content and better ads, says the outfit’s ad tech chief. Integration plans have recently been reported, but tentatively centre around using Verizon customer data for personalization. “Verizon feels they have an oil field filled with valuable data, AOL has […]

 
 

AOL’s Bob Lord on Go90 App and Big Move to Mobile with Verizon

On Monday evening, AOL and its new corporate parent in Verizon, announced Go90,  a new free, ad-supported mobile video app. At the Advertising Week event, we spoke with AOL President Bob Lord about the launch, the focus on mobile, and the rapid growth of the AOL tech stack. The Go90 app will be available this […]

 
 

Video Services March Towards Personalization, Verizon’s Middleton

LAS VEGAS — Video services are becoming increasingly personalized as they veer closer to customized models, says Ted Middleton, Chief Product Officer at Verizon Digital Media Services, in an interview with Beet.TV. That trend is similar to what drove the shifts in the music industry in the last several years. Consumers don’t want to subscribe to channels […]