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AT&T-Time Warner Deal Is Mostly About Defense

A Wall Street Journal report argues that the $85 billion tie-up between AT&T and Time Warner is more about defense than offense. "The strongest case for the gargantuan merger that it is a hedge against a future where the first point of entry for a media consumer might be Netflix, Facebook, YouTube, or Hulu, just as easily as a cable or telecom company. to new opportunities to do household-level targeting with ads, making them more valuable and supporting content costs," the report said. It's also a cross-device targeting play in the sense that both players have massive reach across various platforms. The merger, along with DirecTV, would help the companies use data and deterministic connections to offer more relevant messages across devices and platforms.

Read the whole story at Wall Street Journal »

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