Digging into the Cross-Device Implications of the Verizon-AOL Deal
By: Staff | May 14 2015
Verizon has access to deterministic data – and now it ostensibly owns the programmatic tech to put that data to work via AOL, which the telecom bought for $4.4 billion on Monday.
This isn’t Verizon’s first stab at ad tech. Precision Market Insights, the company’s addressable advertising division, has been groping about, with various degrees of success, for a way to take advantage of Verizon’s rich user data, which includes everything from email and browsing history to phone number and physical mailing address – all of which in theory could be used to connect device IDs across mobile, desktop and TV.
“Verizon obviously has a great asset here, a significant user base, and once that becomes available for media buying, it’s going to be very valuable for cross-device connectivity, assuming they can get fully integrated into AOL’s platforms,” said Michael Collins, CEO of mobile DSP Adelphic.
The merger is a clear sign of Verizon’s desire to go head to head with Facebook and Google in terms of scale, a “symptom of a larger recognition in ad tech that” those platforms “are only going to grow more dominant,” said Martin Kihn, research director at Gartner.