Brands may soon have a third option when it comes to online media spend.
Verizon's deal with AOL and Yahoo is set to give the phone company a stronger foothold in the digital advertising world.
The merger will potentially change the way that brands allocate their online advertising budgets. But whether or not luxury fashion labels will chose to affiliate themselves with this dynamic new partnership is yet unknown.
At present Google and Facebook dominate the marketplace but an increasing number of companies have expressed the need for more choice. This is a sentiment echoed by WPP, the world's leading advertising agency.
Currently brands only advertise with Facebook and Google because they have to, which means a similar-scale third player would give brands more freedom to spend as they please.
Verizon Chairman and CEO, Lowell McAdam is confident about what the future holds. "Just over a year ago we acquired AOL to enhance how we connect consumers, creators and advertisers', he explained. "The acquisition of Yahoo will put Verizon in a highly competitive position as a top global mobile media company".
Words: Dan Flay
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