BI Chinese station reported January 22
Oath, which was merged by Yahoo and AOL, said using the sheer volume of data it has to target ads, the company can help advertisers tired of the dominance of Google and Facebook.
Now in this battle, Verizon's company got more help. Oath is forming a network of external companies that agree to bring the data together for advertising targeting.
Tim Mahlman, president of Oath's Advertiser and Publisher Strategy, said at the more than 20 marketing conferences held at the CES earlier this month, the company demonstrated the concept of data federation .
The company's plan is to bring together companies that have a rich but limited set of data to create deep data archives that help Oath compete with the digital giants. Marman said: "Everything we do shows how we can win on the move. & rdquo;
In fact, one of the important reasons Verizon bought AOL and Yahoo is that in theory, the company can use huge user data to identify consumers anonymously.
Oath has a lot of data, but different from Google
For example, Oath's data comes from:
- Data provided by Verizon users, such as address information and mobile application information used.
- AOL and Yahoo platform a large number of e-mail accounts.
- A lot of fantasy sports games account.
- A large number of users search for information.
However, Oath needed more ammunition in order to really compete with Facebook and Google, which also had a lot of data in hand. According to previous BI reports, Verizon has already negotiated with other mobile operators such as T-Mobile, Sprint, Vodafone and Telefonica to license their data for advertising targeting.
According to Malmain, some of Oath's competitors in the digital industry are currently contacting the company in the hope of providing their user data in support of the project. The companies Oath is contacting include the Weather Company and Pandora.
A few years ago at CES, former AOL CEO and now Oath CEO Tim Armstrong told advertisers he had a huge plan to challenge Google and Facebook, which won Verizon, AOL (and Yahoo now a large number of user data) support. He told advertisers: "Data is the oil for the mobile advertising industry. & rdquo;
More recently, Armstrong and his team are flirting with data and advertising targeting, talking more about the content of its flagship media platform, including The Huffington Post, and calling Oath "a brand concentration camp."
However, Marman said the company did not abandon advertising targeting programs, and is developing a variety of data-driven advertising tools. He said at a CES meeting: "We can not give up the data. For us, data is still a very powerful tool. For many clients, our audience insight tools may bring "Lean Moments". & rdquo;
Malmain believes that the more user data Oath provides, the more accurate ad serving will be, without disgusting the user.
No more extra ads?
Lately, one of the biggest criticisms of online advertising has been "re-targeting" the abuse of technology to track users across the Internet after users have expressed interest in a brand. The reason for this is why you do not show ads repeatedly to people who might buy a product.
The most common complaint is that after the user has added the product to the shopping cart, even worse, the user is bombarded with the advertisement after the purchase is completed.
Oath believes the company can do it smarter. Malmain said there is no reason to show the shopping buttons to users at all times because they have a large user base of data.
He said: "In 30 days, we will see the user many times. Several companies that compete with us also have these. Others claim that this level can be achieved over time. However, they see the user only at certain moments of the month, and we have built an ongoing relationship with the user. & rdquo;
Speaking of relationships, the advertising industry is patient about Oath, as the asset integration between AOL and Yahoo is rather complicated. To some extent, this patience comes from the general desire of advertisers to emerge from a company that challenges the duopoly of Google and Facebook.
However, such patience can not last forever. At CES, some people think that Oath lacks direction for most of 2017, just to catch up with advertisers' needs. They are puzzled by the company's message and strategy.
An advertisers pointed out that it has been two years since Verizon initially acquired AOL.
Other advertisers say they are not surprised because Oath will take some time to shape the foundational platform. It's already very complicated to connect just the advertising distribution technologies of Verizon, Yahoo and AOL together. Advertisers hope that large advertising budgets can be easily placed on Oath-like companies, but that's not easy.
Advertisers, on the other hand, believe that AOL can bring unique ads through innovations such as the ads shown by Home Depot and Pottery Barn. These ads contain realistic enhancement elements. Many executives in the digital advertising industry are also very supportive of Armstrong.
Doug Rozen, chief digital and innovation officer at OMD, the media agency, said: "We want Oath to succeed because it is good for customers to break the duopoly. Although they have encountered difficulties in integrating, locating and identifying assets, they are now more proactive. If they can be more specific, then there is a real chance of establishing market share. & rdquo;