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Verizon has made waves with its acquisitions of AOL and Yahoo, which industry experts have pointed to as an investment in advertising technology. But the company is not alone—other telecom giants in Europe and Asia have made ad tech plays as well. Matt Keiser, CEO of email advertising company LiveIntent, has been following the trend and shared his insight with eMarketer’s Maria Minsker on what’s to come.
eMarketer: Yahoo has been in the news a lot following its announcement of multiple data breaches. Is Verizon regretting its decision to acquire the company?
Matt Keiser: The Yahoo acquisition was very smart. Verizon is one of few companies that’s well-positioned to take advantage of all of Yahoo’s assets. They have the scale and intake management to leverage them. What they’ll end up with is a data set for Verizon, a data set from AOL—which they’ve been working on integrating—and now there will be a valuable data set from Yahoo as well.
Average Number of Ad Networks, Exchanges and Supply-Side Platforms (SSPs) Used by US Publishers, June 2016-June 2018 (among the largest 500 publishers on the Pathmatics platform)
Average Number of Supply-Side Platforms (SSPs) Used by US Publishers, June 2016-June 2018 (among the largest 500 publishers on the Pathmatics platform)
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Important Marketing and Measurement Technologies According to US Marketing Executives, March 2018 (% of respondents)
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