Verizon CEO Hans Vestberg image : Ericsson

The Oath brand, one that holds all media properties operated by telecom giant Verizon will be put off and be replaced by a new name, The Verizon Media Group, beginning January 8 2019, The company announced on Tuesday.

This comes just after Verizon wrote down $4.6 billion in value of the unit citing strong competition in the digital advertising space leading to decreasing revenues. Properties held by Oath include Tumblr, Aol, TechCrunch, The Huffington Post, Yahoo and its associated brands. A re-brand move has been widely expected after a November Verizon shakeup which focused the company on three areas – consumers, business customers and media.

Oath brands image : Oath

Oath CEO Guru Gowrappan image : Oath

Switching to use of its name as proven by this move stood as a very likely action by the telecom giant. Despite increasing struggles, The Oath brand highlighted the launch of new opportunities to reach consumers which include the launch of a new Yahoo app, new shopping/deals features for Yahoo Mail, an expanded section of Huffpost dubbed HuffPost LIFE, a relaunch of Yahoo News and more.

“Most exciting, and as part of one Verizon, we’re growing our work on tomorrow’s technologies — XR, AI, machine-learning, mobile-edge computing, 5G and more.” Oath CEO Guru Gowrappan said. “These are the building blocks of how we will continue to evolve our member-centric ecosystem with much more to come., I look forward to 2019 and what we will accomplish together as Verizon Media Group.”

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