Verizon's $4.83 billion deal for Yahoo's web assets, a play to combine the dot-com pioneer's content and ad-tech operations with those of Verizon subsidiary AOL, offers new reach and capabilities to advertisers, at least to hear executives involved tell it.
This transaction is about unleashing Yahoo's full potential, building upon our collective synergies, and strengthening and accelerating that growth," AOL CEO Tim Armstrong said in a statement. "Combining Verizon, AOL and Yahoo will create a new powerful competitive rival in mobile media, and an open, scaled alternative offering for advertisers and publishers."
But the combined companies are still looking up at behemoths Facebook and Google in share of digital ad dollars. Yahoo will garner 1.5% of global digital ad spending this year, down from 2.1% last year, while Google takes 30.9% and Facebook gets 12%, eMarketer projects.
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