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{"id":58706,"date":"2019-01-28T11:15:26","date_gmt":"2019-01-28T16:15:26","guid":{"rendered":"https:\/\/www.beet.tv\/?p=58706"},"modified":"2019-01-28T11:15:26","modified_gmt":"2019-01-28T16:15:26","slug":"verizon-media-jeff-lucas","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2019\/01\/verizon-media-jeff-lucas.html","title":{"rendered":"Scale & Telco Ties Help Challenge Google: Verizon Media Group’s Lucas"},"content":{"rendered":"LAS VEGAS — What do you get if you add together Engadget, TechCrunch, Huffington Post, AOL, Yahoo, Flurry, Verizon and a host of other media properties? A media megalith that, at first, was dubbed “Oath” and, since January, is just plain “Verizon Media Group”.<\/p>\n
As a media proposition, what does a beast with such breadth add up to? Scale, says\u00a0Verizon Media Head of North American Sales & Global Client Solutions Jeff Lucas<\/p>\n
“We’re intending to bring content, data, and innovation with scale to the marketplace,” he says\u00a0in this video interview with Beet.TV. “When we aggregate all of our audience, we rank number two behind Google in terms of total audience.”<\/p>\n
At CES, where\u00a0Lucas was speaking, Verizon and Microsoft announced<\/a>\u00a0an expansion of an existing ad partnership, extending Verizon’s handling of Microsoft’s display, video and content marketing to also include native ads.<\/p>\nPowering native ads on the Microsoft properties extends the latter’s ad inventory by 20%, the pair said.<\/p>\n
And, of course, Verizon Media Group will need<\/em> to make good ad money. Having spent almost $10 billion to acquire AOL and Yahoo, Verizon in its 2018 Q4 wrote $4.6 billion off the value of its Oath assets<\/a>\u00a0after Oath ad sales under-performed.<\/p>\nCloser ties to Verizon could help, Lucas says. “When we came together with Verizon, we also came together with Verizon Wireless,” he adds.<\/p>\n
“We have 100 million users there which we combine with our base, and that made us even bigger; it also allows us to have more access to data.”<\/div>\n
<\/div>\n
Verizon’s Oath buy-up represents just one of a series of tech-and-media mega-mergers that have played out in the US over the last year, alongside AT&T’s ongoing gobble of a series of media entities.<\/div>\n
<\/div>\n
The clear possibility is that telcos will be able to use their data on their own telecommunications customers to better target ads using the content offerings they now own.<\/div>\n
<\/div>\n
But Lucas takes pains to say Verizon is “very careful with data”: “It’s very important to us to keep that protected and not share with other people, meaning third parties.”<\/div>\n
<\/div>\n
This video is part of Beet.TV coverage of CES 2019.\u00a0 \u00a0The series is sponsored by NBCUniversal.\u00a0 For more coverage, please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"LAS VEGAS — What do you get if you add together Engadget, TechCrunch, Huffington Post, AOL, Yahoo, Flurry, Verizon and a host of other media properties? A media megalith that, at first, was dubbed “Oath” and, since January, is just plain “Verizon Media Group”. As a media proposition, what does a beast with such breadth […]<\/p>\n","protected":false},"author":15,"featured_media":58726,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7773],"tags":[7237,7816],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58706"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=58706"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58706\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58726"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58706"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58706"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}