Oath CEO Tim Armstrong is slightly backing off his bold attack on Facebook and Google. Meanwhile, the company also seems to be somewhat downplaying its Verizon relationship in its pitch to advertisers.
Those were two of the takeaways from a press conference hosted at the Cannes advertising festival by Oath–the Verizon-owned company’s first public sit down since the telecom giant completed its acquisition of Yahoo.
Armstrong has spoken openly about taking on Google and Facebook, the two giants of online advertising. But at the event, Armstrong said, “Our goal is not to directly compete with Google and Facebook. Our goal is to basically open up new relationships with consumers in a differentiated way.”
Instead, Armstrong looked to paint the company as being a safe company for marketers, without mentioning the challenge that Google and others have had when it comes to ads landing in the wrong place (like next to hate videos on YouTube or on Breitbart articles without their knowledge).
“You hear the advertising world really, vocally crying out for trusted relationships,” he said. “We feel very strongly that from our current position from what the marketplace wants today, we’re going to be able to deliver a very trusted safe audience experience.”
Still, Armstrong acknowledged that brand safety may not be a huge selling point long term. Thus, hinted that over the next year, the company is planning to introduce a set of ad products that “include the consumer in a disruptive way,” and that the future is about “two way relationships between consumers and brands.”
Yet, when asked about the power of using Verizon’s robust consumer data for ad targeting, AOL president Tim Mahlman quickly steered the question toward the company’s plans to use Yahoo’s data from its registered users ad other third party data sources for advertising.
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Source:: Business Insider