Verizon Wireless to use AOL platform for online, mobile

Verizon Wireless has tapped AOL L.L.C.’s Platform-A as a “major advertising provider” of its online and mobile Internet destinations.
The operator said it will use Platform-A’s sales force as well as its technology to deliver display, mobile and video ad services. The deal grants Platform-A exclusive rights to guarantee placement within the carrier’s network; other sales partners will sell on a blind-network basis, which means marketers will have no control over where their ads will run.
The deal extends the carrier’s relationship with Third Screen Media, the mobile ad-serving platform AOL acquired a year ago for an undisclosed sum.
The move appears to mark a major win for Lynda Clarizio, the former president of Advertising.com (another Platform-A component) who last month was appointed president of Platform-A. Verizon Wireless said it will continue to work with other mobile-ad partners, though, including Millennial Media, which two weeks ago added the carrier to its wireless ad audience.
“We felt that Platform-A’s combination of advertising assets allowed us to take advantage of the industry’s best publisher solutions to maintain this commitment, while providing the greatest overall value for our inventory,” said John Harrobin, Verizon Wireless’ SVP of digital media and marketing.