AOL hopes its "barbell strategy" gives clients best of both worlds

08/25/2013 | Advertising Age (tiered subscription model)

AOL is betting on its "barbell strategy," coined by CEO Tim Armstrong, that packages programmatic and premium ads together with an analytics backbone. Reaction to the strategy is mixed -- The New York Times' Matt Prohaska says advertisers want combined packages, while R/GA's Tony Effik says his clients only want premium AOL ads and can get programmatic packages elsewhere. Combined packages are "a transitional phase ... like a fight against the trend," Effik says.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Digital Ad Operations Specialist
Crain Communications
Nationwide, SL_Nationwide
Senior Manager, Marketing
IAB
New York, NY
Sr. Product Marketing Manager
TRUSTe
San Francisco, CA