117 Marketing Trends found for Media / Convergence


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Verizon/Yahoo Deal Set to Reshape Global Ad Industry

Trend Summary: Last week's acquisition of Yahoo by US media giant Verizon could reshape the global advertising industry.


The deal could generate deep shifts within the global advertising industry as Verizon plans to merge the Yahoo assets with AOL, acquired by Verizon in 2015. Jay Friedman, Chief Operating Office at Goodway Group, a leading managed-services programmatic partner believes this ...

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...  "is the best outcome marketers could have hoped for in the industry".

The acquisition puts AOL on solid ground as the third platform CMOs must take seriously in the wake of Google and Facebook.

However, rivaling Facebook and Google is no easy task. Effectively integrating the myriad businesses into a single Verizon entity will be vital.

The deal's benefits to both Yahoo/AOL and the global advertising industry are legion. Speaking to MediaPost's Jay Friedman, Goodway Group's COO explained to Real-Time Daily via email: “This is the best outcome marketers could have hoped for in the industry. This acquisition puts AOL on solid ground as the third platform CMOs must take a meeting with behind Google and Facebook".

Verizon intends to compete with Google and Facebook in an industry where “scale is imperative.” And scale is the name of the game given that Yahoo brings with it an audience of one billion active worldwide users - including 600 million active mobile users, a host of influential consumer brand partnerships, a powerful programmatic advertising and data platform and a robust editorial team.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6944



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