Oath Bundles its Advertising Options as Oath Ad Platforms
Verizon subsidiary Oath announced today that it's grouping all of its ad tools under one umbrella known as Oath Ad Platforms. The role of Oath, which was created in June 2017 and includes AOL and Yahoo, was always to standup to the content and sales might of Google and Facebook, and this regrouping seems designed to help both marketers and publishers find the tools they need.
For marketers, Oath Ad Platforms includes a DSP (demand-side platform) providing access to brand-safe video and display inventory on AOL, Yahoo, and other owned properties, a marketplace for native ads and search ads, and a programmatic SSP (supply-side platform) and exchanges. For publishers, Oath Ad Platforms offers a toolset that lets them serve ads to their omnichannel, video, and broadcast properties. Publisher integration should get easier when Oath introduces an Oath Ads SDK sometime next year.
Oath CEO Tim Armstrong is quoted in the press statement, but he won't lead the company much longer. News broke last week that Armstrong is being pushed out of the company and is currently negating his exit. Media experts speculate that Armstrong wanted Verizon to spin Oath off as its own company, but that new Verizon management had other plans. Verizon management says the company remains dedicated to growing Oath.
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Starting January 1st, Verizon's online content, sales, and technology properties will be grouped as Verizon Media Group/Oath.
Facebook has been highly successful with video advertising, and will take in nearly a quarter of all U.S. video advertising in 2018.
With Oath focused on distribution at scale and building an audience across platforms, a standalone video service just didn't make sense.
Step into the future of immersive storytelling (literally) and subscribe to content bundles based on individual preferences. That's where streaming TV is headed, experts suggest.