![]() The new integrated ad-tech system also will have a new brand name, Mahlman said.Īrmstrong said Oath sees an opportunity to grow its live programming slate, and expects to bring linear content to TV in new ways. “We’re taking the best of both platforms,” he said, with the company to reveal specifics about the unified advertising stack in six to nine months. Through 2017 the AOL and Yahoo ad-technology systems will continue to operate separately, but those will be integrated over the course of 2018, said Tim Mahlman, who leads Oath’s ad-tech platforms and was formerly AOL’s president of publisher platforms. “Oath, as a brand, is really kind of an invisible brand behind our consumer and business brands,” he said. Oath’s media and tech brands include AOL.com, HuffPost, Yahoo Sports, TechCrunch, Engadget, MAKERS, Tumblr, Build Studios, Yahoo Finance, Yahoo Mail, Moviefone, Flickr and Verizon Digital Media Services.Īnother point Armstrong made about the selection of the Oath name - which wags derided immediately after it leaked out in April - is that it is meant to remain relatively inconspicuous. “As we like to say internally, we are not a 4% company.” is 4% of the population of the world,” he said. Today, Oath conducts business in 40 countries “at scale,” according to Armstrong, and it’s looking to expand beyond that. ![]() “We are probably the single largest, cleanest source of consumer traffic and data.” The positioning to marketers is that Oath’s brands are “trusted places to do marketing,” Armstrong added. “Our goal is to open up relationships with consumers in a differentiated way,” he said. such as China.Īrmstrong reiterated that Oath doesn’t intend to directly compete with Google and Facebook, even as it eyes bulking up to a global user base of 2 billion in the next three years. “If we do M&A in the future, it will be opportunistic,” particularly in geographies outside the U.S. “Our original M&A focus was getting to scale” on media brands and marketing technology, Armstrong said. According to company reps, the layoffs have been substantially completed and Oath has about 12,000 employees. Verizon last week closed the $4.5 billion acquisition of Yahoo’s internet businesses - whereupon Armstrong and his team began the process of cutting 15% of the combined AOL-Yahoo workforce.
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