“Industry observers say Verizon intends to acquire AOL for its ad-tech capabilities,” writes Advertising Age. “But behind all good ad tech is data -- and lots of it. Both companies complement one another when it comes to data -- especially in terms of mobile location and behavioral data.
“Verizon gets an ad-tech platform from AOL, but the wireless firm will help AOL connect the dots to enable the robust cross-platform ad campaigns advertisers desire,” the article continues.
Cross-platform ad campaigns is the new name of AOL’s programmatic game, as the company recently unveiled its long-awaited “One by AOL” cross-screen programmatic ad platform.