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.

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