Editing AOL (section)

=== 2009–2015: As a digital media company ===
[[File:AOL logo.svg|thumb|left|Former AOL logo, used from 2009 to 2024]]
On March 12, 2009, [[Tim Armstrong (executive)|Tim Armstrong]], formerly with [[Google]], was named chairman and CEO of AOL.<ref>[http://corp.aol.com/2009/03/12/tim-armstrong-named-chairman-and-ceo-of-aol/ Tim Armstrong Named Chairman and CEO of AOL] {{Webarchive|url=https://web.archive.org/web/20120518061444/http://corp.aol.com/2009/03/12/tim-armstrong-named-chairman-and-ceo-of-aol |date=May 18, 2012 }}. AOL Press Release. Retrieved on April 9, 2012.</ref> On May 28, Time Warner announced that it would position AOL as an independent company after [[Google]]'s shares ceased at the end of the fiscal year.<ref>[https://www.nbcnews.com/id/wbna30979493 Time Warner walking out on AOL marriage] {{Webarchive|url=https://web.archive.org/web/20230419195618/https://www.nbcnews.com/id/wbna30979493 |date=April 19, 2023 }}. NBC News (May 28, 2009). Retrieved on July 8, 2011.</ref> On November 23, AOL unveiled a new brand identity with the [[wordmark]] "Aol." superimposed onto canvases created by commissioned artists. The new identity, designed by [[Wolff Olins]],<ref>{{Cite web |last=Public Class |title=AOL |url=http://www.wolffolins.com/work/aol |url-status=dead |archive-url=https://web.archive.org/web/20111108061900/http://www.wolffolins.com/work/aol |archive-date=November 8, 2011 |access-date=January 30, 2012 |publisher=Wolff Olins}}</ref> was integrated with all of AOL's services on December 10, the date upon which AOL traded independently for the first time since the Time Warner merger on the [[New York Stock Exchange]] under the symbol AOL.<ref>{{Cite press release |title=AOL Celebrates Day One As an Independent Company |date=December 10, 2009 |publisher=AOL |location=New York |url=http://corp.aol.com/2009/12/10/aol-celebrates-day-one-as-an-independent-company/ |access-date=April 9, 2012 |archive-url=https://web.archive.org/web/20100615174514/http://corp.aol.com/2009/12/10/aol-celebrates-day-one-as-an-independent-company |archive-date=June 15, 2010}}</ref>

On April 6, 2010, AOL announced plans to shutter or sell Bebo.<ref>{{Cite news |last=Barnett |first=Emma |date=April 7, 2010 |title=AOL prepares to shut down Bebo |url=https://www.telegraph.co.uk/technology/social-media/7562278/AOL-prepares-to-shut-down-Bebo.html |url-access=subscription |url-status=live |archive-url=https://ghostarchive.org/archive/20220111/https://www.telegraph.co.uk/technology/social-media/7562278/AOL-prepares-to-shut-down-Bebo.html |archive-date=January 11, 2022 |access-date=April 6, 2010 |work=The Telegraph |location=London}}{{cbignore}}</ref> On June 16, the property was sold to [[Criterion Capital Partners]] for an undisclosed amount, believed to be approximately $10&nbsp;million.<ref>[https://money.cnn.com/2010/06/17/technology/aol_bebo/index.htm AOL sells Bebo for scrap – and a $275 million tax break] {{Webarchive|url=https://web.archive.org/web/20200920080716/https://money.cnn.com/2010/06/17/technology/aol_bebo/index.htm |date=September 20, 2020 }}. CNN Money. Retrieved on April 12, 2011.</ref> In December, AIM eliminated access to AOL chat rooms, noting a marked decline in usage in recent months.<ref>[http://help.aol.com/help/microsites/search.do?cmd=displayKC&docType=kc&externalId=51135&sliceId=2&docTypeID=DT_AOLTROUBLESHOOTING_1_1&dialogID=1803786282&stateId=1%200%201803796051&radios=False Why is AIM Chat Closed?] {{webarchive|url=https://web.archive.org/web/20131029190923/http://help.aol.com/help/microsites/search.do?cmd=displayKC&docType=kc&externalId=51135&sliceId=2&docTypeID=DT_AOLTROUBLESHOOTING_1_1&dialogID=1803786282&stateId=1%200%201803796051&radios=False |date=October 29, 2013}}. AOL Help. Retrieved on April 9, 2012.</ref>

Under Armstrong's leadership, AOL followed a new business direction marked by a series of acquisitions. It announced the acquisition of [[Patch Media]], a network of community-specific news and information sites focused on towns and communities.<ref>{{Cite web |last=Swisher |first=Kara |title=Back to the Future: AOL Goes Local With Two Acquisitions (Including CEO's Company) |url=http://allthingsd.com/20090611/back-to-the-future-aol-adds-local-with-two-acquisitions-including-ceos-start-up/ |url-status=live |archive-url=https://web.archive.org/web/20110829145507/http://allthingsd.com/20090611/back-to-the-future-aol-adds-local-with-two-acquisitions-including-ceos-start-up/ |archive-date=August 29, 2011 |access-date=June 11, 2009 |publisher=AllThingsD}}</ref> On September 28, 2010, at the San Francisco [[TechCrunch]] Disrupt Conference, AOL signed an agreement to acquire [[TechCrunch]].<ref>{{Cite news |last=Armstrong |first=Tim |date=September 28, 2010 |title=We Got TechCrunch! |url=https://techcrunch.com/2010/09/28/tim-armstrong-we-got-techcrunch/ |url-status=live |archive-url=https://web.archive.org/web/20101001004758/http://techcrunch.com/2010/09/28/tim-armstrong-we-got-techcrunch/ |archive-date=October 1, 2010 |access-date=September 29, 2010 |work=TechCrunch}}</ref><ref name="tc sold">{{Cite news |last=Arrington |first=Michael |date=September 28, 2010 |title=Why We Sold TechCrunch to AOL and Where We Go From Here |url=https://techcrunch.com/2010/09/28/why-we-sold-techcrunch-to-aol-and-where-we-go-from-here/ |url-status=live |archive-url=https://web.archive.org/web/20100929180016/http://techcrunch.com/2010/09/28/why-we-sold-techcrunch-to-aol-and-where-we-go-from-here/ |archive-date=September 29, 2010 |access-date=September 29, 2010 |work=TechCrunch}}</ref> On December 12, 2010, AOL acquired [[about.me]], a personal profile and identity platform, four days after the platform's public launch.<ref>[https://techcrunch.com/2010/12/20/aol-acquires-personal-profile-startup-about-me/ AOL Acquires Personal Profile Startup About.Me] {{Webarchive|url=https://web.archive.org/web/20171103021432/https://techcrunch.com/2010/12/20/aol-acquires-personal-profile-startup-about-me/ |date=November 3, 2017 }}. TechCrunch. Retrieved April 9, 2012.</ref>

On January 31, 2011, AOL announced the acquisition of European video distribution network goviral.<ref>[http://corp.aol.com/2011/01/31/online-video-distribution-network-goviral-acquired-by-aol-europe/ Online video distribution network Goviral acquired by AOL Europe] {{Webarchive|url=https://web.archive.org/web/20110221061236/http://corp.aol.com/2011/01/31/online-video-distribution-network-goviral-acquired-by-aol-europe |date=February 21, 2011 }}. AOL Press Release. Retrieved April 9, 2012.</ref> In March 2011, AOL acquired ''[[HuffPost]]'' for $315&nbsp;million.<ref name="huffpostcomplete">{{Cite news |last=Steel |first=Emily |date=March 7, 2011 |title=AOL Completes Purchase of Huffington Post |url=https://www.wsj.com/articles/SB10001424052748703386704576186232665740452 |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20200725052830/https://www.wsj.com/articles/SB10001424052748703386704576186232665740452 |archive-date=July 25, 2020 |access-date=April 27, 2020 |work=[[The Wall Street Journal]]}}</ref><ref>[https://www.theguardian.com/media/pda/2011/feb/07/aol-buys-huffington-post AOL buys Huffington Post: the beginning of the end?]. Guardian. Retrieved on July 8, 2011.</ref> Shortly after the acquisition was announced, ''[[Huffington Post]]'' co-founder [[Arianna Huffington]] replaced AOL content chief David Eun, assuming the role of president and editor-in-chief of the AOL Huffington Post Media Group.<ref>[https://www.wired.com/epicenter/2011/02/aol-david-eun/ Wired.com] {{Webarchive|url=https://web.archive.org/web/20120119075611/https://www.wired.com/epicenter/2011/02/aol-david-eun/ |date=January 19, 2012 }}. Wired.com. Retrieved on July 8, 2011.</ref> On March 10, AOL announced that it would cut approximately 900 workers following the ''[[HuffPost]]'' acquisition.<ref>{{Cite web |last=Pepitone |first=Julianne |date=March 10, 2011 |title=AOL Cuts 900 Jobs After HuffPo Buy |url=https://money.cnn.com/2011/03/10/technology/aol_layoffs_armstrong/index.htm |url-status=live |archive-url=https://web.archive.org/web/20200921111249/https://money.cnn.com/2011/03/10/technology/aol_layoffs_armstrong/index.htm |archive-date=September 21, 2020 |access-date=April 27, 2020 |website=[[CNN]]}}</ref>

On September 14, 2011, AOL formed a strategic ad-selling partnership with two of its largest competitors, [[Yahoo!|Yahoo]] and [[Microsoft]]. The three companies would begin selling inventory on each other's sites. The strategy was designed to help the companies compete with [[Google]] and advertising networks.<ref>{{Cite web |date=September 14, 2011 |title=allthingsd.com |url=http://allthingsd.com/20110914/all-for-one-yahoo-aol-microsoft-band-together-for-ad-plan/ |url-status=live |archive-url=https://web.archive.org/web/20110923112106/http://allthingsd.com/20110914/all-for-one-yahoo-aol-microsoft-band-together-for-ad-plan/ |archive-date=September 23, 2011 |access-date=January 30, 2012 |publisher=allthingsd.com}}</ref>

On February 28, 2012, AOL partnered with [[PBS]] to launch MAKERS, a digital documentary series focusing on high-achieving women in industries perceived as male-dominated such as war, comedy, space, business, Hollywood and politics.<ref>Dwyer, Kate (March 28, 2016). [http://www.teenvogue.com/story/makers-stories-app-michelle-obama-music-video "How You Can Be in the Music Video for Michelle Obama's Song With Zendaya and Lea Michele"] {{Webarchive|url=https://web.archive.org/web/20170302113908/http://www.teenvogue.com/story/makers-stories-app-michelle-obama-music-video |date=March 2, 2017 }}. ''[[Teen Vogue]]''.</ref><ref>[https://www.pbs.org/about/blogs/news/aol-and-pbs-announce-makers-women-who-make-america/ "AOL and PBS Announce 'MAKERS: WOMEN WHO MAKE AMERICA'"] {{Webarchive|url=https://web.archive.org/web/20170805145825/http://www.pbs.org/about/blogs/news/aol-and-pbs-announce-makers-women-who-make-america/ |date=August 5, 2017 }}. [[PBS]]. February 28, 2012.</ref><ref>{{Cite web |title=AOL and PBS Announce 'MAKERS: Women Who Make America' |url=http://corp.aol.com/2012/02/28/aol-and-pbs-announce-makers-women-who-make-america/ |url-status=live |archive-url=https://web.archive.org/web/20120518095229/http://corp.aol.com/2012/02/28/aol-and-pbs-announce-makers-women-who-make-america |archive-date=May 18, 2012 |access-date=January 26, 2016 |website=AOL Corp}}</ref> Subjects for MAKERS episodes have included [[Oprah Winfrey]], [[Hillary Clinton]], [[Sheryl Sandberg]], [[Martha Stewart]], [[Indra Nooyi]], [[Lena Dunham]] and [[Ellen DeGeneres]].

On March 15, 2012, AOL announced the acquisition of Hipster, a mobile photo-sharing app, for an undisclosed amount.<ref>[https://venturebeat.com/2012/03/15/aol-buys-hipster/ AOL acquires mobile photo-sharing app Hipster] {{Webarchive|url=https://web.archive.org/web/20171105032240/https://venturebeat.com/2012/03/15/aol-buys-hipster/ |date=November 5, 2017 }}. VentureBeat. Retrieved on April 9, 2012.</ref> On April 9, 2012, AOL announced a deal to sell 800 patents to [[Microsoft]] for $1.056&nbsp;billion. The deal included a perpetual license for AOL to use the patents.<ref>[http://corp.aol.com/2012/04/09/aol-and-microsoft-announce-1-056-billion-patent-deal/ AOL and Microsoft Announce $1.056 Billion Deal] {{Webarchive|url=https://web.archive.org/web/20120410031232/http://corp.aol.com/2012/04/09/aol-and-microsoft-announce-1-056-billion-patent-deal/ |date=April 10, 2012 }}. AOL Press Release. Retrieved on April 9, 2012.</ref>

In April, AOL took several steps to expand its ability to generate revenue through [[Video advertising|online video advertising]]. The company announced that it would offer [[gross rating point]] (GRP) guarantee for online video, mirroring the television-ratings system and guaranteeing audience delivery for online-video advertising campaigns bought across its properties.<ref>{{Cite magazine |last=Thielman |first=Sam |title=Nielsen, AOL Chase Ads With TV-Like Ratings Web giant issues bold guarantees regarding its online GRP's |url=http://www.adweek.com/news/technology/nielsen-aol-chase-ads-tv-ratings-139593 |url-status=live |archive-url=https://web.archive.org/web/20120419192057/http://www.adweek.com/news/technology/nielsen-aol-chase-ads-tv-ratings-139593 |archive-date=April 19, 2012 |access-date=April 16, 2012 |magazine=AdWeek}}</ref> This announcement came just days before the [[Digital Content NewFront|Digital Content NewFront (DCNF)]] a two-week event held by AOL, [[Google]], [[Hulu]], [[Microsoft]], [[Vevo]] and [[Yahoo!|Yahoo]] to showcase the participating sites' digital video offerings. The DCNF was conducted in advance of the traditional television upfronts in the hope of diverting more advertising money into the digital space.<ref>{{Cite news |last=Vega |first=Tanzia |last2=Elliott |first2=Stuart |date=April 26, 2012 |title=Small Screens, Big Dollars |url=https://www.nytimes.com/2012/04/27/business/media/newfronts-make-bids-for-big-marketing-dollars.html?_r=1 |url-status=live |archive-url=https://web.archive.org/web/20120430184425/http://www.nytimes.com/2012/04/27/business/media/newfronts-make-bids-for-big-marketing-dollars.html?_r=1 |archive-date=April 30, 2012 |access-date=July 1, 2017 |work=[[The New York Times]]}}</ref> On April 24, the company launched the [[AOL On]] network, a single website for its video output.<ref>{{Cite news |last=Coyle |first=Jake |date=April 24, 2012 |title=AOL launches online video network, AOL On |url=https://news.yahoo.com/aol-launches-online-video-network-aol-222116148.html |url-status=live |archive-url=https://web.archive.org/web/20120429184846/http://news.yahoo.com/aol-launches-online-video-network-aol-222116148.html |archive-date=April 29, 2012 |access-date=May 1, 2012 |agency=Associated Press}}</ref>

In February 2013, AOL reported its fourth quarter revenue of $599.5&nbsp;million, its first growth in quarterly revenue in eight years.<ref>{{Cite news |last=Hagey |first=Keach |date=February 8, 2013 |title=AOL Quarterly Revenue Rises for First Time in Years |url=https://www.wsj.com/articles/SB10001424127887323452204578291641794924434 |url-status=live |archive-url=https://web.archive.org/web/20170716182224/https://www.wsj.com/articles/SB10001424127887323452204578291641794924434 |archive-date=July 16, 2017 |access-date=July 1, 2017 |work=[[The Wall Street Journal]]}}</ref>

In August 2013, Armstrong announced that [[Patch Media]] would scale back or sell hundreds of its local news sites.<ref>{{Cite web |last=Kafka |first=Peter |date=August 9, 2013 |title=400 Patch Sites on the Block, AOL Says |url=http://allthingsd.com/20130809/400-patch-sites-on-the-block-aol-says/ |url-status=live |archive-url=https://web.archive.org/web/20130816041928/http://allthingsd.com/20130809/400-patch-sites-on-the-block-aol-says/ |archive-date=August 16, 2013 |access-date=August 22, 2013 |publisher=AllThingsD}}</ref> Not long afterward, layoffs began, with up to 500 out of 1,100 positions initially impacted.<ref>{{Cite news |last=Hagey |first=Keach |date=August 16, 2013 |title=AOL Begins Layoffs At Patch |url=https://www.wsj.com/articles/SB10001424127887324823804579016792559044128 |url-status=live |archive-url=https://web.archive.org/web/20141217233132/http://www.wsj.com/articles/SB10001424127887324823804579016792559044128 |archive-date=December 17, 2014 |access-date=August 22, 2013 |work=The Wall Street Journal}}</ref> On January 15, 2014, Patch Media was spun off, and majority ownership was held by Hale Global.<ref name="Hale">{{Cite news |last=Kaufman |first=Leslie |date=January 15, 2014 |title=AOL Finds a Partner to Run Its Troubled Patch Division |url=https://www.nytimes.com/2014/01/16/business/media/aol-finds-a-partner-to-run-its-troubled-patch-division.html |url-access=limited |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2014/01/16/business/media/aol-finds-a-partner-to-run-its-troubled-patch-division.html |archive-date=2022-01-01 |work=New York Times}}{{cbignore}}</ref> By the end of 2014, AOL controlled 0.74% of the global advertising market, well behind industry leader Google's 31.4%.<ref name="BBCbuy" />

On January 23, 2014, AOL acquired Gravity, a software startup that tracked users' online behavior and tailored ads and content based on their interests, for $83&nbsp;million.<ref>{{Cite web |last=MacMillan |first=Douglas |date=January 23, 2014 |title=AOL Buys Software Startup Gravity |url=https://blogs.wsj.com/digits/2014/01/23/aol-buys-software-startup-gravity/ |url-status=live |archive-url=https://web.archive.org/web/20160202171000/http://blogs.wsj.com/digits/2014/01/23/aol-buys-software-startup-gravity/ |archive-date=February 2, 2016 |access-date=January 29, 2016 |website=WSJ Blogs - Digits}}</ref> The deal, which included approximately 40 Gravity employees and the company's personalization technology, was Armstrong's fourth-largest deal since taking command in 2009. Later that year, AOL acquired Vidible, a company that developed technology to help websites run video content from other publishers, and help video publishers sell their content to these websites. The deal, which was announced December 1, 2014, was reportedly worth roughly $50&nbsp;million.<ref>{{Cite web |date=December 2014 |title=AOL Adds More Video Help by Buying Content Syndicator Vidible for Around $50 Million |url=http://recode.net/2014/12/01/aol-adds-more-video-help-by-buying-content-syndicator-vidible/ |url-status=live |archive-url=https://web.archive.org/web/20141204022941/http://recode.net/2014/12/01/aol-adds-more-video-help-by-buying-content-syndicator-vidible/ |archive-date=December 4, 2014 |access-date=January 29, 2016 |website=Re/code}}</ref>

On July 16, 2014, AOL earned an [[Emmy Award|Emmy]] nomination for the AOL original series ''The Future Starts Here'' in the News and Documentary category.<ref>{{Cite news |title=AOL Original "The Future Starts Here" by @TiffanyShlain Nominated for News And Documentary Emmy Award |url=http://corp.aol.com/2014/07/16/aol-original-the-future-starts-here-by-tiffanyshlain-nominate/ |url-status=live |archive-url=https://web.archive.org/web/20141001163504/http://corp.aol.com/2014/07/16/aol-original-the-future-starts-here-by-tiffanyshlain-nominate |archive-date=October 1, 2014 |access-date=January 28, 2016}}</ref> This came days after AOL earned its first [[Primetime Emmy Award]] nomination and win for ''[[Park Bench with Steve Buscemi]]'' in the [[Primetime Emmy Award for Outstanding Short Form Variety Series|Outstanding Short Form Variety Series]].<ref>{{Cite web |date=July 10, 2014 |title=Steve Buscemi Gets Emmy Love for 'Park Bench' |url=http://www.etonline.com/awards/148264_steve_buscemi_gets_emmy_love_for_park_bench/ |url-status=live |archive-url=https://web.archive.org/web/20160818231655/http://www.etonline.com/awards/148264_steve_buscemi_gets_emmy_love_for_park_bench/ |archive-date=August 18, 2016 |access-date=January 28, 2016}}</ref> Created and hosted by [[Tiffany Shlain]], the series focused on humans' relationship with technology and featured episodes such as "The Future of Our Species", "Why We Love Robots" and "A Case for Optimism".