Recode’s Kara Swisher reported early this morning that AOL is reshuffling its ad team to better respond to the increase in automation.
This will continue to be an issue for companies as progammatic moves more to the norm and premium sales decrease. AOL, Swisher reported, is moving its specialized ad team (responsible for custom content and premium sales) into a centralized role. Swisher wrote:
Why do you care about this latest round of musical chairs at AOL? Because it clearly represents what a content-and-advertising focused company — in the same boat as rivals like Yahoo — must do as the advertising landscape changes quickly, moving from a business of premium display sales to “programmatic” advertising.
The age of machine-based ad buying is fully upon us: http://t.co/JQpr7EtdDl
— Mike Dudas (@mdudas) January 25, 2015
Swisher’s reporting followed a TechCrunch article that speculated that AOL was planning to close down some of its underperforming brands.