For many Americans, the name AOL conjures up images of compact discs in the mail and the greeting “You’ve Got Mail.” Verizon Communications Inc. sees a powerhouse in mobile video advertising.
Verizon, which has approached AOL Inc. about a potential acquisition or joint venture, is primarily interested in its programmatic ad technology, which allows marketers to buy and sell ads using an algorithm, rather than the phone calls, three- Martini lunches and hand shakes of yore.
Automated ad buying is an essential tool for companies such as Verizon as they increasingly offer content over mobile phones and the Internet. Digital marketers are demanding a streamlined buying and selling process — leaving those without a programmatic platform at risk of losing those ad dollars.
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