Viebranz Pushed off AOL Platform in Favor of Clarizio

  |  March 11, 2008   |  Comments

In consolidation, Curt Viebranz is being replaced by Advertising.com President Lynda Clarizio as head of AOL's Platform A advertising unit.

Ex-Tacoda chief Curt Viebranz apparently has been pushed off the AOL platform. The head of AOL's new Platform A advertising unit since September, Viebranz is leaving the firm, but not on his own volition, according to a source familiar with the situation. He'll be replaced by Lynda Clarizio, president of AOL's giant ad network, Advertising.com, as part of a consolidation effort.

Platform A, a unit created late last year to integrate AOL's ad technology properties, includes the Advertising.com network and behavioral targeting firm Tacoda, acquired in July 2007. Clarizio will report to Ron Grant, AOL president and COO. When the new ad division launched, Clarizio reported to Viebranz, who also reported to Grant. Viebranz wasn't available for comment.

In addition to ad network powerhouse Advertising.com and Tacoda, Platform A brings together AOL properties including mobile ad network Third Screen Media, text ad network Quigo, and ad management firm AdTech.

Viebranz's departure from his short-term home comes almost exactly a month after his former colleague, Tacoda founder Dave Morgan, left AOL, where he'd been serving as EVP of global advertising strategy. A perennial entrepreneur, Morgan left on his own accord to ponder his next startup. Last month he told ClickZ News he planned to launch a new Web firm, and expected to stay in close contact with AOL, which he said could take an interest in his venture-to-be.

Kathy Kayse, former VP of marketing solutions for Platform A, has also left the AOL building. Last month the Time Warner vet left for a gig as EVP of digital media sales for Discovery Communications. She also reported to Viebranz. News of Kayse's resignation came soon after AOL owner Time Warner announced it will divide AOL into separate ISP and ad units.

The executive shifts at AOL reflect the disruption in the overall online ad industry. By collapsing its ad properties and streamlining its staff, AOL hopes to better compete with Google and what could become a much-stronger Yahoo, if Microsoft's bid for the company comes to fruition. To stave off the Microsoft grab, Time Warner is rumored to have discussed a possible merger of AOL and Yahoo.

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ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

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