Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /nfs/c12/h04/mnt/223320/domains/digitalgabe.com/html/wp-includes/pomo/plural-forms.php on line 210
Is Oath Pivoting From Ad Sales To Subscriptions? – Digital Gabe
Digital Gabe
Cutting Edge Commentary On All Things Media

Is Oath Pivoting From Ad Sales To Subscriptions?

0 721

To say 2018 has been a year of flux at Oath is an understatement.  In September Oath CEO Tim Armstrong resigned amid reports of a conflict over the strategic vision between him and Verizon’s exec leadership.  Then just last month Oath was rebranded as Verizon Media Group, with a new mission of facilitating media transactions within its emerging DSP, instead of just selling ads.  Now rumors are circulating that Oath is considering taking its best content behind a paywall, which would change their monetization strategy away from ad sales once and for all.

The project even has a sort-of-secret code name . . . “Project Purple”, which is probably a reference to Oath’s Yahoo legacy.  If the subscription strategy wins out brands like Yahoo Finance, Yahoo Sports, Huffington Post, etc., would be available behind a paywall.  Of course a subscription would be ad free, taking Oath further away from its original charter of being a preeminent ad sales and data platform.

Considering that Verizon paid $9B for AOL and Yahoo (which created Oath), I’m sure the pressure is on to squeeze ever last nickel out of their business model.  More to come, I’m sure.


Subscribe to the newsletter