Marketers Root for Verizon as It Chases Facebook-Google Duopoly
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Advertisers desperately want an alternative to the digital powers of Facebook and Google, which just reported new heights in ad sales while would-be rival Twitter posted its slowest ad growth since going public. That’s why they cheered Verizon’s deal to buy Yahoo for $4.8 billion, all the better to challenge the duopoly selling more than half of the country’s digital ads.
“We need to create a third force,” said Bank of America Senior VP-Enterprise Media Executive Lou Paskalis.
But the new combination won’t be that close a third. Verizon, its AOL unit and Yahoo will sell $3.7 billion in digital ads next year, eMarketer says, surpassing Microsoft and LinkedIn’s $3.3 billion but still light years behind Facebook at $12.7 billion and Google at $28.8 billion. (Microsoft in June agreed to buy LinkedIn for $26.2 billion.)
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