AOL is doing some things very well.
For instance, the company just reported quarterly revenues that exceeded analysts’ expectations. The figure climbed based on growing interest in AOL’s real-time bidding platform.
The platform lets advertisers place video and display ads on a variety of other digital properties.
“The strength that you see in these number are essentially our ability to grow very strong sets of supply across mobile, video, programmatic. And second of all you’re seeing ad pricing going up,” AOL CEO Tim Armstrong told CNBC’s Squawk Box. “We’re doing a very good job navigating the platform shift in advertising from offline to online.”
No longer the dial-up dullard of the advertising world, AOL is also benefiting from its acquisition of automated advertising platforms such as Adap.tv.
“Revenue in AOL’s ad platform business rose 21 percent to $279.8 million, accounting for 45 percent of total revenue,” noted the cable news giant. “Ad sales across AOL’s brands grew 8 percent as a surge in search ads more than offset continued weakness in display ads.”
Acquisition of Huffington Post certainly helped.
“We’re still in investing mode,” Armstrong said, noting that the Huffington Post “has grown its worldwide user base to about 220 million from 20 to 30 million when it purchased the news site in 2011.”
Amazingly, because many people wrote off AOL’s comeback chances not that long ago, AOL has been one of the fastest growing consumer properties among large Internet companies.