What you need to know in advertising today

When Verizon
Communications acquired AOL for $US4.4 billion — a big selling point in the purchase was combining AOL’s audience and ad technology with Verizon’s rich consumer data.

Two years after that deal closed, people in the advertising industry say that promise has yet to be realised. Now, Verizon’s purchase of Yahoo — set to close on June 13 — will add another layer to the complexity.
To read more about how far Verizon needs to go to unlock its ad potential, click here.

In other news:

Verizon has closed its $US4.48 billion acquisition of Yahoo, and Marissa Mayer is stepping down with $US23 million. Yahoo will be combined with AOL, which Verizon bought for $US4.4 billion in 2015, into a new entity called Oath.

You can read Mayer’s farewell letter to employees here. The former Google executive has yet to announce her next move.

Here’s how to use Snapchat’s new ad tool for small businesses. The company is promising advertisers will be able to create fullscreen video ads in under two minutes with nothing but a web browser.

How a 36-year-old Wall Street prodigy saved Burger King. Daniel Schwartz, an investment-banking analyst, turned private-equity whiz kid had just been named CEO of the fast-food chain.

J.P. Morgan Chase is pulling its ads from NBC’s Megyn Kelly show, which features an interview with the controversial host Alex Jones, reports the Wall Street Journal. The company’s chief marketing officer criticised the network on Twitter on Monday.

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