Tuesday, July 26, 2016

How is Digital Marketing Impacted by Verizon Buying Yahoo?

verizon buying yahoo
There’s a new player on the digital marketing field—Verizon. Verizon and Yahoo officially announced that Verizon is buying Yahoo for $4.8 billion. Included in the deal are most of Yahoo’s assets. Verizon isn’t new to joining the search engine world as they acquired AOL in 2015 for a similar price tag of $4.4 billion. Verizon plans to merge the assets and integrate the two companies into one another under the reported leadership of Marni Walden, EVP and president of production innovation and new businesses organization at Verizon. As part of the deal between Verizon and Yahoo, it's presumed Yahoo’s CEO Marissa Mayer will leave the company.

Impact on Digital Marketing

Currently, Verizon’s AOL unit is responsible for much of Microsoft’s mobile, display and video ads in both the U.S. and internationally. In addition, Yahoo also has search deals with Microsoft and Google. With Verizon’s purchase of the two search engines and Gemini, they have officially entered the mobile search business.

While we don’t often hear much about Yahoo (anything positive) Yahoo remains the third largest U.S. internet property, only preceded by Google and Facebook. With Verizon the largest wireless carrier and ISP, there are certain to be changes in store for digital marketers and advertisers, especially those with a focus on mobile search.

So, what does Verizon get out of the deal exactly? And, what does this mean for digital marketers and content distribution? Here’s what MarketingLand had to say:

“The addition of Yahoo to Verizon and AOL will create one of the largest portfolios of owned and partnered global brands with extensive distribution capabilities. Combined, AOL and Yahoo will have more than 25 brands in its portfolio for continued investment and growth. Yahoo’s key assets include market-leading premium content brands in major categories including finance, news and sports, as well as one of the most popular email services globally with approximately 225 million monthly active users. Additional technology assets in advertising space include Brighttroll, a programmatic demand-side platform; Furry, an independents mobile apps analytic service; and Gemini, a native and search advertising solution.”

While it remains unknown the exact implications Verizon buying Yahoo will have on the world of digital marketing, it’s predicted the integration of AOL and Yahoo will improve efforts for marketers; however, the exact details remain unseen.

What we can expect from the leader of mobile products acquiring two search engines are major changes for both mobile users and mobile marketers. What does the future hold for certain? Well, we’ll just have to wait to see.

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