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BizReport : Internet : September 10, 2015

Experts weigh in on AOL/Millennial Media acquisition

Going in to the holiday weekend we learned AOL is set to acquire Millennial Media leaving many of us with a single question: what does this mean for the mobile space?

by Kristina Knight

Kristina: How will AOL go about integrating Millennial Media into its existing platform?

Jon Baron, Chief Revenue Officer, IgnitionOne: Integrating is the hardest part of any deal. They will face the twin challenges of trying to get backends to integrate so the tech works, while trying to get the companies' cultures to integrate. The question is less about how they will integrate and more about if they can integrate. There are a lot of moving parts, players and geographies - it could be a two-year integration. And then will the entrepreneurial employees of Millennial stick around as a part of the new huge company?

Sean Cullen, EVP, Product & Technology, Fluent: We imagine AOL is going to move quickly to make the mobile ad impressions Millennial controls accessible throughout its suite of ad products and platforms. While Millennial's reach is impressive, its offering and capabilities aren't outside-of-the-box and it should be pretty straightforward to integrate both companies. The bigger question is how a combined AOL-Millennial is leveraged by AOL's new parent, Verizon.

Kristina: What are the benefits of the buy-out?

Sean: The obvious benefit of this deal is that it significantly increases AOL 's available mobile ad impressions. AOL's focus over the past several years was to enhance its mobile and video ad technology through acquisition and less so on increasing its footprint. However, the purchase of Millennial Media opens up a new source of media and distribution that should help them seize a larger slice of mobile ad spend.

Jon: This deal was a quick way for AOL to achieve scale. It gives AOL some key capabilities around device-focused advertising. But, the real value of the deal may be the fact that it will give AOL the ability to focus on targeted audiences (regardless of device) at scale.

More from Jon and Sean tomorrow, including how the acquisition might affect AOL's mobile capabilities.

Image via Shutterstock

Tags: AOL, aol acquisition, Fluent, IgnitionOne, Millennial Media, mobile marketing

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