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Mobile Phones UK Authors: Jason Bloomberg, Corey Roth, Jayaram Krishnaswamy, OnPage Blog, PagerDuty Blog

Related Topics: Mobile Phones, Content Marketing Journal, Marketing and Sales

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You’ve Got Ads! Verizon Buys Aol In Digital Advertising Play

Verizon Communications completed its $4.4 billion acquisition of Aol today in one of the more peculiar strange-bedfellows digital matchups of the decade.

On first glance, the combination of a mobile phone provider and the owner of content sites Huffington Post, TechCrunch, and Engadget may look like a desperate attempt to diversify into tangential lines of business.

Dig a bit deeper, however, and Verizon’s strategy becomes clear: it’s all about advertising.

aolAol: Ad Technology Player

Aol’s content properties are part of Verizon’s strategy, to be sure – more on that in a moment. The real jewels in Aol’s crown, in fact, are its advertising technologies and services, which Aol has lumped together under the AOL Platforms brand.

The list is surprisingly deep, including the One by Aol automated platform for buying ads across different media, ADTECH integrated ad serving solutions, the ad network, and Pictela high-definition global content marketing platform.

All in all, Aol has at least ten ad-centric lines of business that Verizon will now be merging into its Digital Media Services division – a fancy name for the telco’s advertising line of business.

To understand why Verizon was so fired up about Aol’s suite of advertising businesses, it’s important to understand the company’s modern, digital context.

Read the entire article at

Intellyx advises companies on their digital transformation initiatives and helps vendors communicate their agility stories. As of the time of writing, none of the organizations mentioned in this article are Intellyx customers. Image credit: Mars Infomage.

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More Stories By Jason Bloomberg

Jason Bloomberg is the leading expert on architecting agility for the enterprise. As president of Intellyx, Mr. Bloomberg brings his years of thought leadership in the areas of Cloud Computing, Enterprise Architecture, and Service-Oriented Architecture to a global clientele of business executives, architects, software vendors, and Cloud service providers looking to achieve technology-enabled business agility across their organizations and for their customers. His latest book, The Agile Architecture Revolution (John Wiley & Sons, 2013), sets the stage for Mr. Bloomberg’s groundbreaking Agile Architecture vision.

Mr. Bloomberg is perhaps best known for his twelve years at ZapThink, where he created and delivered the Licensed ZapThink Architect (LZA) SOA course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, the leading SOA advisory and analysis firm, which was acquired by Dovel Technologies in 2011. He now runs the successor to the LZA program, the Bloomberg Agile Architecture Course, around the world.

Mr. Bloomberg is a frequent conference speaker and prolific writer. He has published over 500 articles, spoken at over 300 conferences, Webinars, and other events, and has been quoted in the press over 1,400 times as the leading expert on agile approaches to architecture in the enterprise.

Mr. Bloomberg’s previous book, Service Orient or Be Doomed! How Service Orientation Will Change Your Business (John Wiley & Sons, 2006, coauthored with Ron Schmelzer), is recognized as the leading business book on Service Orientation. He also co-authored the books XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996).

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting).