{"id":9792,"date":"2017-05-19T11:49:32","date_gmt":"2017-05-19T11:49:32","guid":{"rendered":"https:\/\/www.designmantic.com\/blog\/?p=9792"},"modified":"2023-09-08T13:01:13","modified_gmt":"2023-09-08T13:01:13","slug":"behold-verizon-yahoo-is-oath","status":"publish","type":"post","link":"https:\/\/www.designmantic.com\/blog\/behold-verizon-yahoo-is-oath\/","title":{"rendered":"Behold Elders Of Verizon; Yahoo Is Taking An \u201cOath\u201d"},"content":{"rendered":"<p>A bold rebranding foray is the next chapter in Yahoo\u2019s  strange journey from being the pioneer of early internet era to an aged  subsidiary of Verizon. <a href=\"http:\/\/www.businessinsider.com\/aol-and-yahoo-will-become-oath-after-merger-closes-2017-4\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><strong>After  a report from&nbsp;Business Insider<\/strong><\/a>&nbsp;announced the clandestine news of  a potential Yahoo name change, Tim Armstrong, the AOL CEO, shortly tweeted  after to confirm the rumor. It\u2019s now official! After the mammoth telecom  company acquires control of Yahoo\u2019s core web assets, AOL and Yahoo will be  merged to build a new entity, OATH!<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/logos\/search?utm_source=behold-verizon-yahoo-is-oath&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">The Best Corporate Logo Maker<\/a><\/div>\n<p>The newly formed entity- combined with Verizon\u2019s user data  across mobile, internet, and cable- is projected to give Facebook and Google a  run for their ad tech dollars. Verizon has its hopes perched on the combination  of AOL and Yahoo to help it pitch more digital ads, even though the two  internet forerunners had been hanging by a bare thread themselves on their  own.&nbsp;<\/p>\n<p>The entire sale process of Yahoo had been an exasperatingly  beleaguered one; Yahoo had been dragging its feet, hoping to escalate its  revenue for years, before finally announcing last year that it was up for sale.  In the mid of 2016, Verizon put up a price of $4.83 billion&nbsp;, but after  Yahoo unveiled a series of mass security breaches on the network, affecting  more than a billion customers, the deal was finally sealed on a reduced sales  price of&nbsp;$4.48 billion.<\/p>\n<p>The mammoth security breakdown was one of the biggest cases  of internet breaches in the history of internet, raising eyebrows and eliciting  insinuations that customers might wean off Yahoo in favor of competitors,  narrowing down the opportunities to show ads.<\/p>\n<p>After witnessing <a href=\"https:\/\/www.designmantic.com\/blog\/infographics\/yahoo-rise-and-fall\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>the rise and fall of the Digital  Pioneer, Yahoo!<\/strong><\/a>, the news of it relinquishing its authority came as a shock. As for what will  become of Yahoo, the company is selling its major internet business that you  have known and loved forever, and will be left with only its 14% stake in  Chinese retail giant Alibaba. In order to reflect its new business, the Yahoo  shell will rebrand as Altbaba. While Yahoo neither confirmed nor declined to observe  on the creation of \u201cOath,\u201d an AOL spokeswoman offered this prognosis:<\/p>\n<blockquote><p>\u201cIn the summer of 2017, you can bet we will be launching one of the most disruptive brand companies in digital.\u201d<\/p><\/blockquote>\n<div style=\"background:#fff; padding:10px; margin-bottom:10px;\">\n<p>Our panelists for today discuss how incorporating Yahoo into its encompassing circle is going to fare for Oath:<\/p>\n<ul style=\"margin-left:30px;\">\n<li><span style=\"color:#bf174a\"><strong>John C.Dvorak<\/strong><\/span>, Columnist at PCMag.com<\/li>\n<li><span style=\"color:#bf174a\"><strong>Yuyu Chen<\/strong><\/span>, Brands Reporter at Digipay<\/li>\n<li><span style=\"color:#bf174a\"><strong>Brian Heater<\/strong><\/span>, Hardware Editor at TechCrunch<\/li>\n<\/ul>\n<\/div>\n<p align=\"center\"><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/twitter.com\/THErealDVORAK\"><img decoding=\"async\" class=\"alignnone wp-image-4050\" title=\"John C. Dvorak\" alt=\"John C. Dvorak\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2017\/05\/John-C-Dvorak.png\" width=\"700\" height=\"\"><\/a><\/p>\n<h3>\u2018Oath\u2019? Did Someone Say \u2018Both\u2019?<\/h3>\n<p>Oath isn\u2019t a pleasant word and makes us reminisce with shudder the unfortunate case of Tronc (Tribune Online Content). It sounds like a weird, cultish organization armed with a clandestine mission. In Oath, there&#8217;s indubitably a weird hat and a secret handshake.  In fact, Armstrong encourages people over the globe to #TaketheOath in his Tweet. For all we may conjecture, the name may be an Anagram. Especially since it involves Yahoo and AOL, it could easily spell out &#8220;Our Access to Hell.&#8221;<\/p>\n<p>Most contemporary high-tech naming conventions are borne of the notion of mental association. This thinking took off with the launch of the Pentium chip. The word Pentium didn\u2019t exist, and was designed with a purpose of eliciting a subconscious response. When Intel introduced its chip in 1993, it should have been called the 80586, but the company splurged a fortune and hired top-notch consultants to create a new Brand. Pentium was a clear winner.  There are at least two elements of mental association in Pentium. \u201cPent\u201d, short for Penta or 5, was for 586, and implied Pentagram and pentagon. Secondly, \u201cium\u201d when combined with the P of Pentium hinted at Platinum. AMD followed with Athlon, perhaps incorporating longevity and athletics.<\/p>\n<p>According To <a href=\"https:\/\/twitter.com\/THErealDVORAK\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><strong>John  C. Dvorak<\/strong><\/a>, A columnist at PCMag.com,<\/p>\n<blockquote><p> \u201cThe concept of Oath likely started in a board meeting with the idea to call the new combined company &#8220;Both.&#8221; B-O-T-H &#8211; the word itself. It implies two combined companies. It&#8217;s dynamite. Fabulous idea. A hard of hearing person heard \u201cOath\u201d, and people loved it even more. Meeting Adjourned. This scenario makes as much sense and any rationale for calling any company Oath.\u201d<\/p><\/blockquote>\n<p>It\u2019s becoming ever confounding what \u201ctaking the oath\u201d entails, and what Verizon was thinking when it opted for the name of this highly anticipated merger. Being terribly uninviting and deadly serious, the name is a far cry from fun. Which is why, it has become the latest brunt of online jokes and memes.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Yes, you read that right, if all goes according to plan, your grandparents may soon be logging into <a href=\"https:\/\/twitter.com\/hashtag\/Oath?src=hash\">#Oath<\/a> Mail<\/p>\n<p>\u2014 Nicolas Dotta (@nicolas_dotta) <a href=\"https:\/\/twitter.com\/nicolas_dotta\/status\/849033273221279745\">April 3, 2017<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Oath no you didn&#8217;t.<\/p>\n<p>\u2014 John Dickerson (@jdickerson) <a href=\"https:\/\/twitter.com\/jdickerson\/status\/848988718719545345\">April 3, 2017<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">The new brand for Yahoo\/AOL would have been a great April Fools joke.<\/p>\n<p>\u2014 (((Jon Shieber))) (@jshieber) <a href=\"https:\/\/twitter.com\/jshieber\/status\/849003134236188672\">April 3, 2017<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">overtly ominous is a new, more honest direction in tech company names. I like it. <a href=\"https:\/\/t.co\/2fAXfNYdfJ\">https:\/\/t.co\/2fAXfNYdfJ<\/a><\/p>\n<p>\u2014 em\u2014dash (@em_dash01) <a href=\"https:\/\/twitter.com\/em_dash01\/status\/848982951018856449\">April 3, 2017<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">&#8220;Oath&#8221; sounds like the name of a movie that stars Nicole Kidman as a troubled Puritan widow in 1600s Massachusetts. <a href=\"https:\/\/t.co\/762HPQVdm3\">https:\/\/t.co\/762HPQVdm3<\/a><\/p>\n<p>\u2014 Brian Grubb (@briancgrubb) <a href=\"https:\/\/twitter.com\/briancgrubb\/status\/848986811393245186\">April 3, 2017<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Tribune Publishing: &#8220;We will now be known as Tronc.&#8221;<\/p>\n<p>Verizon: \u201cHold my beer.\u201d <a href=\"https:\/\/t.co\/KSP4C87tEO\">https:\/\/t.co\/KSP4C87tEO<\/a><\/p>\n<p>\u2014 A.J. Perez (@byajperez) <a href=\"https:\/\/twitter.com\/byajperez\/status\/848981292846899200\">April 3, 2017<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Oath: internet company or cologne? Oath, for men who keep their promises&#8230;<\/p>\n<p>\u2014 Jim Kerstetter (@jimkerstetter) <a href=\"https:\/\/twitter.com\/jimkerstetter\/status\/849042282984689664\">April 3, 2017<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">I thought about it some more. You should only be able to make fun of a company&#8217;s name if you use the company&#8217;s product. So, godspeed, Oath.<\/p>\n<p>\u2014 Peter Kafka (@pkafka) <a href=\"https:\/\/twitter.com\/pkafka\/status\/849001977329700864\">April 3, 2017<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">a Yahoo columnist is now an Oath taker<\/p>\n<p>thank you<\/p>\n<p>\u2014 Simon Maloy (@SimonMaloy) <a href=\"https:\/\/twitter.com\/SimonMaloy\/status\/848988058146004993\">April 3, 2017<\/a><\/p><\/blockquote>\n<p align=\"center\"><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/twitter.com\/chenilleyuyu\"><img decoding=\"async\" class=\"alignnone wp-image-4050\" title=\"Yuyu Chen\" alt=\"Yuyu Chen\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2017\/05\/Yuyu-Chen.png\" width=\"700\" height=\"\"><\/a><\/p>\n<h3>How Will The Two Disparate Entities Ever Blend?<\/h3>\n<p>Remember the frustration of untangling Christmas Lights? This is what\u2019s in store for Verizon. The Lumascape of Oath will be replete with the ghosts of ad tech past. It is a vicious cycle; before the Verizon deal is sealed, Yahoo and AOL are scrambling to integrate their own acquisitions, when a plethora of their acquired companies have yet to create a full stack with their respective ventures. For instance, if you consider mobile media, AOL purchased Millennial Media which acquired mobile exchange Jumptap and Nexage, while Yahoo bought Flurry, which in turn merged with Pinch Media. Similarly for video, Yahoo bought BrightRoll and AOL acquired Adapt.tv.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2017\/05\/new-oath-graph.png\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2017\/05\/new-oath-graph.png\" alt=\"new oath graph\" title=\"new oath graph\" class=\"alignnone wp-image-9797\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2017\/05\/new-oath-graph.png 600w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2017\/05\/new-oath-graph-300x225.png 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2017\/05\/new-oath-graph-400x300.png 400w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><br \/>\n<a href=\"https:\/\/i2.wp.com\/digiday.com\/wp-content\/uploads\/2017\/04\/new-oath-graph.jpg\" rel=\"nofollow noopener noreferrer\" target=\"_blank\" class=\"broken_link\">Image Source<\/a><\/p>\n<p>There is a clear lack of best-in-class solution at both companies, so this leaves little choice for Verizon but to combine AOL and Yahoo and build a complete stack out of that. While AOL was already struggling to put together discrete pieces that it had acquired, it is bringing Yahoo in to the circle, which is significantly larger in size than its other acquisitions. Flurry, Nexage, Millennial Media, Adapt.tv, and BrightRoll all remain like discrete products. The integration would come down to an industrious engineering task. The next several years are going to see a lot of integration exercises. Integrating the code is one thing but bringing together disparate cultures, managements, and people is another.<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/industry\/security?utm_source=behold-verizon-yahoo-is-oath&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">Design an Internet Security Logo!<\/a><\/div>\n<p>According to <a href=\"https:\/\/twitter.com\/chenilleyuyu\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><strong>Yuyu  Chen<\/strong><\/a>, Brands Reporter at Digipay,<\/p>\n<blockquote><p>\u201cAOL and Yahoo have been building their respective programmatic offerings over time through mergers and acquisitions, and, of course, there is a lot of overlap.  From our experience, they are all so-so \u2014 it is like two mediocre forces combining. Neither AOL nor Yahoo has been stellar in header integrations. For the combined entity Oath, it cannot have competing leadership, product and sales teams. At the core, AOL and Yahoo need to figure out the default platform across mobile, video, display and ad serving, and migrate that platform. Mobile and video will likely be among their first points of integration, as that\u2019s where the market is headed.\u201d<\/p><\/blockquote>\n<p align=\"center\"><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/twitter.com\/bheater?\"><img decoding=\"async\" class=\"alignnone wp-image-4050\" title=\"Brian Heater\" alt=\"Brian Heater\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2017\/05\/Brian-Heater.png\" width=\"700\" height=\"\"><\/a><\/p>\n<h3>The Aftermath Of \u201cRushed\u201d Branding<\/h3>\n<p>The much maligned four-letter name \u201cOath\u201d was intended to act as a unified banner under which the various brands of Verizon can be pitched to other businesses, while upholding the individual value of its myriad content brands. The newly minted poster child of the impending face of Verizon\u2019s Yahoo acquisition was built as a B2B brand in-house, designed for partner and customer relationships. Meanwhile, Yahoo branding is expected to exist amongst the Oath\/AOL\/Verizon stew.<\/p>\n<p>However, a Business Insider story leaked information, beating the companies to the punch, leaving them clamoring to come up with an explanation of the new branding. In the spur of the moment, Armstrong quickly posted a tweet, subduing rising doubt surrounding the veracity of the branding effort. While not in very good taste, \u201cBillion+ Consumers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017,\u201d was what he came up with!<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Billion+ Consumers, 20+ Brands, Unstoppable Team. <a href=\"https:\/\/twitter.com\/hashtag\/TakeTheOath?src=hash\">#TakeTheOath<\/a>. Summer 2017. <a href=\"https:\/\/t.co\/tM3Ac1Wi36\">pic.twitter.com\/tM3Ac1Wi36<\/a><\/p>\n<p>\u2014 Tim Armstrong (@timarmstrongaol) <a href=\"https:\/\/twitter.com\/timarmstrongaol\/status\/848994977715826690\">April 3, 2017<\/a><\/p><\/blockquote>\n<p>According to <a href=\"https:\/\/twitter.com\/bheater?\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><strong>Brian  Heater<\/strong><\/a>, Hardware Editor at TechCrunch,<\/p>\n<p>The \u201cOath\u201d logo attached in the Tweet was simple Helvetica, adorned with a singular blue colon that seemed to be a compromise between the Yahoo exclamation mark and AOL Period, and as the company might hope- an open-ended sneak-peak into the impending future.<\/p>\n<blockquote><p>\u201cThe branding push that followed the  acknowledgement of the leak was out of necessity, even though Armstrong asserts that the company had a back-up plan in place a month before it had planned to officially reveal the information to the public, in case of a leak . Nevertheless, he does admit to the fact that certain aspects were hurried. The borderline cultish and uncomfortably forceful #TakeTheOath hashtag is just one example of an eye sore. However, the publicity surrounding the announcement, was ultimately a net positive for a brand looking to reestablish itself around an upcoming merger and a number of negative news items surrounding mounting security concerns over the course of the last several months.\u201d<\/p><\/blockquote>\n<h2>The Fate Of Oath<\/h2>\n<p>While internet security breaches are a widespread reality, revelations of multiple hacking attempts on Yahoo could have soured the merger deal in the eyes of many. But, Verizon is still cocksure of the consumer confidence around the Yahoo brand and its myriad subsidiaries. Despite dropping its asking price for Yahoo, Verizon refrained from reconsidering its purchasing plans in the wake of multiple security breaches, dubbing them \u201can everyday reality of life.\u201d<\/p>\n<p>According to Armstrong,<\/p>\n<blockquote><p>\u201cFirst, we\u2019ll be putting in bigger security investments in both companies. We\u2019ve already started doing that at AOL, and we\u2019ll be doing that at Yahoo. The second is we\u2019re going to be very careful about the systems integrations. I think we\u2019ll probably be taking more time on system integration. And the third thing is, I think being really careful about the user trust levels overall.\u201d<\/p><\/blockquote>\n<p>The executives at AOL believe that a combined AOL\/Yahoo content ecosystem has the potential to become the much needed force to battle mounting concerns surrounding \u201cfake news\u201d as \u201cpart of a trusted ecosystem.\u201d While the Yahoo-AOL merger doesn\u2019t appear to be too optimistic when it comes to tech integration, scale seems to be the major value-add in this Verizon deal. Verizon wants to expand its content business since the telecom conglomerate wants to compete with Amazon, Google, and Facebook, and the acquisition of AOL and Yahoo will make it more relevant to advertisers.<\/p>\n<p>In an Interview with CNBC, Armstrong reveled that Verizon\u2019s strength would lie in building a suit of brands, where it can leverage AOL\u2019s programmatic platform One by AOL, Yahoo\u2019s user-behavior data, and place ads on sites like Yahoo Sports.<\/p>\n<p>B2B or otherwise, the value of Oath as a brand will be the subject of much debate and tittle-tattle in the weeks to come, as Verizon has promised to provide more insight into how it is planning to slot Yahoo in with the company\u2019s overall strategy. In the meantime, it is apt to tinker with rhyme schemes, hashtags, and such before its more controlled public unveiling.<\/p>\n<p><strong>\u2018Oath\u2019 Rhymes with \u2018Growth\u2019, but does the merger seem promising to you? Do let us know in the comments below. <\/strong><\/p>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A bold rebranding foray is the next chapter in Yahoo\u2019s strange journey from being the pioneer of early internet era to an aged subsidiary of Verizon. After a report from&nbsp;Business Insider&nbsp;announced the clandestine news of a potential Yahoo name change, &hellip; <a href=\"https:\/\/www.designmantic.com\/blog\/behold-verizon-yahoo-is-oath\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253],"tags":[],"class_list":["post-9792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Yahoo Is Taking An \u201cOath\u201d | DesignMantic: The Design Shop<\/title>\n<meta name=\"description\" content=\"Yahoo Is Taking An \u201cOath\u201d; the bold re-branding foray is the next chapter in the strange journey of the internet pioneer!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.designmantic.com\/blog\/behold-verizon-yahoo-is-oath\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Yahoo Is Taking An \u201cOath\u201d | DesignMantic: The Design Shop\" \/>\n<meta property=\"og:description\" content=\"Yahoo Is Taking An \u201cOath\u201d; 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