I think we’re discussing short term moves here, nothing that’s really durable in the long run or going to drive growth:
Why has Aol’s foray into digital advertising been such a hit? As Brian Pitz, an analyst at Jefferies covering Aol, explains, the company’s advantage comes from giving ad buyers and sellers a one-stop shop for all of their advertising needs.
As the graphic below shows, advertisers and publishers need lots of different services to reach their desired audience. In the past, they would have gotten those services from multiple providers, each of whom took a cut. Aol is attractive, Pitz says, because it offers everything all in one place—”a fully integrated [advertising] platform. The only other company that has that is Google.”