AOL, Inc. (NYSE:AOL) has always set its own business course in a technology industry that thrives on monetizing advertising. In recent years, AOL has moved from its flounder initial avatar of a basic internet service provider to a more sophisticated aggregator of advertising and has successfully re-opened an avenue to accrue profits.
However, as it builds further specialization in this sector, the factor of technology catch-up appears rear its head. AOL, Inc. (NYSE:AOL) has plans to move its sophisticated advertising analysis platform to machines.
As a result of the reorganization, a large number of sales jobs have been axed, at the New York offices specifically.
AOL, Inc. (NYSE:AOL) recent line of advertising success is due to a large number of content properties it has built or acquired. The ongoing sales staffs rejig will grow the profit-making properties while the underperformers are reworked.
The major section of AOL that is affected by this rejig is the Brands group, as AOL begins an elaborate exercise to optimize performing units and downsize the non-performers.
‘Program’-based advertising re-grooms advert industry
Much of the changes AOL attempts to bring to its organization is based on the technology-driven changes happening in the online world, specifically program-based advertising. The role of big data-based analysis requires the use of sophisticated machines or bots which will eventually set the metrics for buying ads. This is proven technology that has allowed businesses to target consumers.
As the demand for programmatic analysis increases, AOL has walked the next course. If it is complacent it is most likely to go the way of Yahoo Inc. As more machines replace staff, it is likely that AOL, Inc. (NYSE:AOL) may look to re-absorb the talented in other capacities!
Flagship content properties such as TechCrunch and Huffington Post continue to be prime examples of successful machine-based programmable advertising!