How AOL Lured Lord to Lead Networks Division
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AOL — in the midst of a turnaround but still facing headwinds — likely isn’t the first place you’d expect one of the digital agency world’s leading execs to land, but that’s what happened this week when Razorfish Global CEO Bob Lord jumped ship to run AOL Networks, the group that houses Advertising.com, AdTech and several acquisitions including Pictela.
It’s a big hire for a division that is an AOL bright spot — and, from Mr. Lord’s point of view, an acknowledgment of how important “the stack” will be to the future of advertising.
What’s a stack? A set of technologies that powers online advertising in a series of lightning-fast decisions that occurs between the moment a person visits a website and the ads load. When you think of an ad stack, most people think of Google, which started building its platform when it acquired DoubleClick.
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