New advertising program set to begin in November
Verizon Communications closed on its $4.4 billion purchase of AOL in June with an eye on boosting its content portfolio, and, based on an Oct. 8 privacy notification, better target consumer advertising via sharing personal data across ad platforms.
The notification sets out to explain “how this combination [of AOL and Verizon] will help us deliver services that are more personalized and useful to you…starting in November, we will combine Verizon’s existing advertising programs–Relevant Mobile Advertising and Verizon Selects– into the AOL Advertising Network. The combination will help make the ads you see more valuable across the different devices and services you use.”
As far as data involved, the Relevant Mobile Advertising program uses postal and email addresses, info about Verizon devices and services, as well as gender, age and personal interest. Verizon Selects uses all that information plus details of web browsing, app and feature usage and device location information.
On the AOL side, the AOL Advertising Network uses information collected via use of AOL services and third-party websites that use AOL advertising services.
The company said linking all of the ad platforms would “provide more personalized advertising;” connect app and browser activity so ads appear in both places; and help “determine that different devices have the same user so AOL can deliver better advertising in more places.”
Customers can opt out of Relevant Mobile Advertising by accessing their Verizon account online or calling (866) 211-0874. Verizon Selects requires an opt in, so if you haven’t done that, no action is required. If you’ve already opted in and want out, access the account online or contact customer service.
Since Verizon acquired AOL, AOL has signed an agreement to acquire mobile ad platform provider Millennial Media for $248 million.
AOL said the acquisition, if approved, will strengthen its mobile capabilities and “underlines its position as the first global mobile media technology company.” The deal had been rumored earlier this year, with estimates of a total value in excess of $300 million.
