Verizon will sell its media group to private equity firm Apollo Global Management for $5 billion, the two companies announced Monday. The sale allows Verizon to offload properties from the former internet empires of AOL and Yahoo. Verizon will keep a 10 percent stake in the company and it will be rebranded to just “Yahoo.”

The sale will see online media brands under the former Yahoo and AOL umbrellas like TechCrunch, Yahoo Finance and Engadget go to Apollo. Verizon bought AOL in 2015 for $4.4 billion in 2015, and it bought Yahoo for $4.5 billion in 2017.

There has been increasing evidence recently that Verizon wanted to sell off its media properties and instead focus on its wireless networks and other internet provider businesses. Last year, Verizon sold HuffPost to BuzzFeed. It also recently sold off or shut down other media properties like Tumblr and Yahoo Answers.

Before that, Verizon’s original vision was to turn Yahoo and AOL properties into online media behemoths that could take on Google and Facebook’s dominance in online advertising. Under former AOL CEO Tim Armstrong, the Yahoo and AOL brands were converged into a new online media division within Verizon called Oath.

But the Oath project largely failed to gain momentum, and Armstrong left the company in 2018. Oath rebranded again as Verizon Media Group in November 2018 and was run by Guru Gowrappan. Gowrappan will continue to lead Yahoo under Apollo.

With the sale of Yahoo and AOL, Verizon signaled it is no longer interested in media, unlike its rivals. AT&T is still trying to grow WarnerMedia into a streaming competitor to Netflix and Disney, even as it struggles with loads of debt from its media acquisitions. Comcast, another internet provider, is still in the media business as well with NBCUniversal.

This content was originally published here.

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