Here’s the POV I shared with Laurie Sullivan at MediaPost for her coverage of the AOL-Google news – AOL’s Mobile And Video Push Powers Google Search Deal.
I’m not surprised that AOL renewed its deal with Google. With Tim Armstrong and Jeff Levick both being ex-Googlers, there’s no doubt they had the insider knowledge required to get the best possible terms, not to mention figure out the best possible way for the 2 companies to collaborate.
It’s interesting to see that the deal covers more than just Google distributing search ads to AOL. It has AOL providing content to Google. In my book, I talk about how AOL has rebranded as a new economy content company. They’ve done a good job positioning themselves to capitalize on the type of content that’s easier to monetize — not news, weather, and sports but travel, entertainment, and health. I see AOL succeeding with content where newspapers are failing. And it’s ironic because Google succeeded in online advertising where AOL failed.