For marketers looking to expand beyond Google and Facebook, Verizon’s new subsidiary, Oath, will offer improved targeting and measurement. Through its merging of Yahoo and AOL, Oath will benefit from the advertising capabilities of both companies as well as Verizon’s subscriber data.
The focus on content brands, such as HuffPost and Tumblr, will set Oath apart in the digital advertising space. These content brands will soon be “automatically available on the ‘decktop’ of Verizon subscribers’ phones”.
Oath plans to focus its growth beyond the United States by targeting key markets and possibly acquiring more companies. Tim Armstrong, CEO of AOL, stated the goal is for Oath to double its consumer base by 2020.
Verizon bought AOL in 2015 for $4.4 billion and recently acquired Yahoo for $4.5 billion. eMarketer estimated Verizon and Yahoo will generate a combined $4.7 billion in digital ad revenue this year.
News coverage around Verizon’s acquisition of Yahoo has focused primarily on the resignation of Marissa Mayer as well as Yahoo’s plans to lay off 2,100 workers. The Wall Street Journal reports that most of the job cuts will occur where there are duplicate roles and teams.
From the marketing perspective, however, Oath represents an opportunity for digital advertising to grow.