Contact: Scott Denne
Verizon is reaching for AOL in its latest move to generate new revenue streams beyond its services businesses. The purchase gets Verizon access to a broad suite of advertising technology products that it can now supercharge by injecting its own data for improved audience targeting and advertising attribution. AOL’s advertising properties will likely benefit from Verizon’s data, and the company will also have new opportunities for advertising distribution (through Verizon’s EdgeCast CDN and LTE network), as well as cross-selling opportunities with Verizon’s growing portfolio of content and media infrastructure technologies.
Verizon’s purchase of AOL for $4.4bn marks the highest amount it has ever paid to acquire a company outside its core business of wireless, Internet and TV services. It has made a number of substantial purchases to push beyond its core, including a $1.4bn deal for hosting company Terremark and, more recently, a $395m acquisition of EdgeCast. In those deals it was more generous with valuation than it’s being with AOL.
Terremark fetched 5.8x trailing revenue. EdgeCast got 3.1x. AOL is being valued at 1.6x, making it the second-lowest multiple we’ve tracked on a Verizon acquisition over the last decade. AOL, however, is a multi-faceted business, and not all revenue is created equal. Of its $2.5bn in 2014 revenue, 24% comes from its lingering ISP business and 40% from its Internet publications and portals – two businesses that hold limited appeal for Verizon. AOL’s advertising technology business, which generated $856m in 2014 and grew more than 20%, is what Verizon is really after. Shifting most of the $4.4bn in value to that unit makes the deal look a bit more generous, and puts the valuation on par with the 3.7x that Alliance Data Systems paid for Conversant – the closest recent comparison in terms of size and product offering to today’s announcement.
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