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Verizon Buys AOL: Implications for Verizon’s Media Strategy

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Report Summary:

On May 12th, Verizon announced that it had reached an agreement to purchase AOL for $50 per share, or about $4.4 billion, pending regulatory approval. While lacking the scale of a Google or Facebook the combined company brings a unique solution for tracking and selling cross-platform advertising, one which only a few, if any, can currently match. This report examines the motivation driving Verizon to acquire AOL and its potential impact on the industry.
Table of Contents


1.       Executive Summary

2.       Introduction

     2.1     Following in Comcast’s Footsteps

3.       Digital Advertising

     3.1     From Local Spot to Digital Video Advertising

4.       Ad-Tech

5.       Digital Content

6.       Outlook

     6.1     Opportunities

     6.2     Obstacles

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