Verizon Communications made a bold bet on that future this week with its$4.4 billion all-cash deal for the Internet company AOL. Over the last several years, AOL has invested heavily in technologies to create a one-stop shop for marketers seeking to buy digitals ads across television, the web and mobile. Verizon could add more firepower to those efforts by ramping up investments in technology, introducing even more data on consumers to the mix and creating new mobile and video outlets where those ads can appear. The ultimate goal for these systems is to deliver on the much-hyped but long-awaited holy grail of digital marketing: targeting the right ad to the right person at the right time.
“It really is the next-generation media company that we’re creating,” said Bob Lord, AOL’s president.
“This deal is about getting advertising and content to people where they want to consume it.”
With Verizon, AOL would gain access to a wealth of data on consumers that it could use to personalize and target marketing messages. For example, AOL could identify a segment of 18- to 20-year-old women living in Manhattan. Advertisers could then use AOL’s ad products to serve those consumers tailor-made ads for local clothing stores or restaurants that would appear when they streamed television shows, or scanned web content on their phones.
Mr. Lord laid out a vision that involved, on a cold day in San Francisco, providing people there with a coupon for a hot drink. Similarly, the combined force of Verizon and AOL could offer people in Miami on a particularly hot day a coupon for a cold drink.
Ad executives said that AOL’s merger with Verizon could shake up the broader competitive lineup in the ad tech market. Google long has dominated that arena, but other media and tech companies are trying to gain ground. Facebook has increased its investments. Media conglomerates like Comcast and 21st Century Fox, meanwhile, have jumped into the business, snapping up ad tech companies of their own.
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