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AOL Increases Mobile Ad Capabilities
By: Dwayne W. Waite Jr.
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It is clear to see that the brands that conquer mobile advertising will be the ones sticking around. The way that mobile has permeated our daily lives is incredible, and brands need to be able to capitalize on how easy and accessible mobile is to the everyday consumer.

No surprise to see a media company like AOL continue making moves in the mobile marketplace. It was announced that AOL bought Millennial Media, a mobile advertising platform firm, in order to secure and improve its mobile advertising elements.

AOL has quietly made itself quite the giant. Not only is it now part of the Verizon group of giants, but AOL itself has a number of content and media organizations. Since 2009, AOL has been acquiring content and mobile advertising companies.

Being bought by Verizon was icing on the cake.

AOL's acquisition of Millennial Media gives it access to a mobile platform that has data points across the globe and includes a network of over 65,000 mobile applications.

Not a bad move at all.

It will be interesting to see how it all unfolds. The deal is supposed to be finalized later this fall. How will other companies respond? Is this really that big of deal? As companies try to control the channels through which they send messages, having complete vertical ownership is definitely something an advertiser would enjoy.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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