This is why the deal makes so much sense, AOL provides the technology to target individuals instead of content, and Verizon the ability to track those individuals — at least the over 100m customers they already have — at arguably a deeper level than anyone else in digital advertising (for non-Verizon customers, AOL’s ad platform is still useful, albeit not as targeted; rates would be commensurately lower). The talk of this mashup joining Facebook and Google to form a “Big 3” of digital advertising is not unrealistic.

• Uncategorized