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Verizon reveals new Oath brand for AOL/Yahoo merger

Verizon reveals new Oath brand for AOL/Yahoo merger

Verizon plans to bring together AOL and Yahoo together under the name of Oath, as announced by head of AOL Tim Armstrong on Twitter.

Oath will be created following the conclusion of a $4.48bn deal to buy Yahoo’s internet assets, expected by the end of June. However, Yahoo, AOL and The Huffington Post will also continue to exist and operate under their own names, under the Oath umbrella.

It is reported that Verizon aims to maintain the individual brand identities, while presenting its family of digital content services and other partners as a single entity and potentially developing new services.



The new brand has been met with some confusion and disdain, with AOL-owned TechCrunch summing up the sense of scepticism with its headline ‘Yahoo + AOL = Oath, for some reason’.

Speaking to M&M Global at Dmexco in Cologne last year, AOL chairman and chief executive Tim Armstrong said drive for simplicity will help the newly-merged company to attract brand dollar investment from advertisers.

“One thing we’re very focused on with the integration with Yahoo, and really with our own company, is that you can have the scale we’re going to have – which is well over a billion users globally – but simplicity is really important,” he says.


Watch our recent interview with Yahoo chief revenue officer Lisa Utzschneider about the acquisition  here.