AOL to manage Microsoft digital advertising inventory across 9 markets
AOL, which was recently acquired by Verizon Communications for $4.4 billion, scored a deal to assume management and sales responsibility for Microsoft’s display, mobile and video advertising inventory in nine markets.
The deal covers the United States, the United Kingdom, Canada, Brazil, France, Germany, Italy, Spain and Japan, with AOL tasked with representing inventory from across Microsoft’s suite of online brands, including MSN Homepage and verticals; Outlook Mail; Xbox; Skype and ads in apps. The deal also includes a 10-year global search and search advertising component that will see AOL rely on Microsoft’s Bing search engine beginning next year.
AOL noted the agreement will expand its global footprint while simplifying the ecosystem for potential advertisers “through the delivery of scaled premium inventory across display, video and mobile, and enables marketers to deeply target premium audiences globally in key verticals, including autos, entertainment, health & fitness, lifestyle, money, news, sports, travel, and weather.”
Verizon’s acquisition of AOL was based on the former Internet service provider’s expertise in the digital content space, including AOL’s launch of its One by AOL platform earlier this year. Verizon noted AOL would boost its LTE wireless video business, its “over-the-top” video offerings and create “a growth platform from wireless to [‘Internet of Things’] for consumers and businesses.” AOL also controls a number of content brands including Huffington Post, Engadget, TechCrunch and Makers.
AOL CEO Tim Armstrong is set to continue leading AOL’s operations, with Bob Toohey, president of Verizon’s digital media services, set to report to Armstrong, who will in turn report to Marni Walden, EVP and president of product innovation and new businesses at Verizon.
Verizon and Microsoft have a long history of collaboration, including a mobile search engine deal struck back in 2009; tapping into Microsoft’s technology to help power its Vcast streaming video service; and Verizon’s support for Microsoft’s mobile operating system platforms, both good and bad.
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