Behind All Good Ad-Tech Is Data — and Verizon, AOL Have Lots of It
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Industry observers say Verizon intends to acquire AOL for its ad-tech capabilities. But behind all good ad tech is data — and lots of it. Both companies complement one another when it comes to data — especially in terms of mobile location and behavioral data. The challenge lies in getting that information in a useable form, and using it in a way that’s palatable to regulators and consumers.
“I think there is a lot of opportunity with this combination with respect to location data, but it’s by no means a slam dunk,” said Vikas Gupta, director of marketing and operations at location data firm Factual. Verizon, of course, has access to real-time and historical location data through its wireless service.
Put simply, the wireless service provider knows where people’s phones are now and where they’ve been in the past, including retail business locations. Verizon’s Precision Market Insights division has worked with advertisers to help measure the effect of sponsor messages — even real-world signage in sports arenas — on retail or restaurant purchases, for instance. AOL could enhance its attribution capabilities through that service.
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