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