Tim Armstrong: AOL Aims to Wise Up the Online Ad Space

Too much emphasis on last-click data

AOL chairman and CEO Tim Armstrong on Thursday told Adweek that the wealth of available consumer data will help the industry evolve beyond attributing the bulk of advertising value to last-click data to measuring total exposures to conversions. With that in mind, the executive said that he wants AOL to be at the forefront of reporting those metrics back to brands.