![]() When a product is effective, it doesn’t feel invasive-it is appreciated, Armstrong says. “Humanization” is the right term, he says. Also, "personalization" apparently is the wrong term. He points to Oath’s privacy dashboard, which allows consumers to opt out of data collection and personalized advertising with each of its brands. “I think the telco industry uses data a lot less than the internet industry does,” he says. But Armstrong insists it is done in a “privacy-protected way” and that Verizon has been conservative in its use of data. Cutouts of Warren Buffett’s face, promoting Yahoo Finance’s recent live coverage of Berkshire Hathaway’s annual meeting, seem to be everywhere, the octogenarian’s likeness clashing with the whimsical startup accoutrements.ĭo these consumers know why they’re watching or reading Oath content? Do they feel they had a choice? Do they care? The idea that an internet service provider like Verizon might use our browsing histories to then serve us the right kind of Oath content may be unsettling to some consumers in the post-Cambridge Analytica, post-net-neutrality world. That wasn’t what Oath was going for Armstrong points out that the artwork comes from content created by Oath properties. I can imagine some employees wearing the ironic America Online T-shirts Urban Outfitters sold a while back for $45. I comment on the “WeWork vibes” I’m getting from the living-room-style conference rooms and faux fiddle leaf fig trees. A life-size stuffed gorilla (a TechCrunch mascot) covered in Tumblr stickers stands guard in front of Armstrong’s corner meeting room. (Facebook’s New York headquarters takes up another four.) Boardrooms and offices have been ripped out and replaced with video studios, podcasting studios, newsrooms, tech labs, and snack bars. Oath now occupies four floors of the building. Then he united his fiefdom physically, bringing disparate Yahoo properties like Tumblr and Yahoo News under one roof in the storied Wanamaker Building in New York’s Greenwich Village. First he announced a new brand name- Oath-suggesting a move away from the stale early days of the internet that many people associate with AOL and Yahoo. After AOL, the company Armstrong has run for the past nine years, merged with newly acquired corporate sister Yahoo in June, Armstrong was tasked with uniting the two. Tim Armstrong has spent the last year under renovation.
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