The CMO of Oath, Allie Kline, and the CEO of Verizon, Lowell McAdam. Photo: Rachel Murray/Getty Images for MAKERS
Nearly all of the biggest U.S. advertising companies are trying to rebrand their convoluted ad tech services under simpler names.
Why it matters: It's a marketing move by marketers. Industry consolidation and rapid change in the digital advertising world has led to such confusing ad tech stacks — or suite of services — within mega companies that marketers struggle to keep up. A simplified ad brand helps bring a better-packaged product to market.
- AT&T named its new advertising company "Xandr" last week.
- Verizon's Oath unified its ad tech under new brand, "Oath Ad Platforms" in September.
- Amazon streamlined all of its ad products under a new "Amazon Advertising" umbrella in September.
- Google rebranded its entire ads suite in June.
The big picture: Unified ad offerings will become more important as these groups expand their ad tech capabilities even wider into digital TV ads.
- AT&T announced last week it's integrating Altice USA’s advanced advertising business called a4 to help expand its addressable digital advertising capabilities.
- Amazon has discussed building its own advertising technology for OTT TV, per Business Insider's Mike Shields.
- Facebook is adopting some of the TV industry's sales techniques for Watch, per Business Insider's Lauren Johnson.