Emily Steel

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AOL Defends Strategy Amid Investor Criticism

Emily Steel, Reporter, The Wall Street Journal in News on December 22, 2011 at 1:20 pm PT

AOL Inc. rebuffed an activist investor’s call for “immediate action” to address the Internet company’s “money-losing growth initiatives,” but analysts said the investor’s complaint reflects broader dissatisfaction among AOL shareholders.

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A Rare Apple Compromise

Emily Steel and Jessica E. Vascellaro, Reporters, The Wall Street Journal in News on December 13, 2011 at 3:04 am PT

Facing challenges winning over customers for its iAd mobile advertising service, Apple is softening its approach as it loses ground to Google Inc. in the fast-growing mobile-ad market.

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Buzz, Viewers Diverge

Emily Steel, Reporter, The Wall Street Journal in Media on November 17, 2011 at 5:30 am PT

A new television show that generates a lot of online buzz before it airs won’t necessarily draw a host of viewers, according to a new study, which found little or no correlation between the amount of such buzz and the size of the audience that ultimately tunes in.

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Big Brands Like Facebook, But They Don’t Like to Pay

Emily Steel and Geoffrey A. Fowler, Reporters, The Wall Street Journal in Social on November 2, 2011 at 5:30 am PT

Everybody wants to be liked. The question for Facebook Inc. is how much advertisers are willing to pay for the opportunity.

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The Long Haul to Capitalizing on Web Trends

Geoffrey A. Fowler and Emily Steel, Reporters, The Wall Street Journal in News on November 2, 2011 at 12:00 am PT

Web companies often upend industries. But they can labor for years to fully make money on their revolutions.

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AOL Plays Mobile Catch-Up

Emily Steel, Reporter, The Wall Street Journal in Mobile on October 31, 2011 at 12:00 am PT

If there’s one market where AOL Inc.’s share of advertising is smaller than the traditional Web market, it is mobile. Now AOL is trying to fix that.

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Visa’s Blueprint for Targeted Advertising

Emily Steel, Reporter, The Wall Street Journal in Commerce on October 25, 2011 at 5:00 am PT

Visa has filed several patent applications that provide a blueprint for using credit-card transaction data to target digital ads and personalize other content, such as search results.

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Excerpts From the MasterCard Documents

Emily Steel, Reporter, The Wall Street Journal in Commerce on October 25, 2011 at 12:00 am PT

MasterCard shared a presentation, “MasterCard Advisors Targeted Advertising Services,” with at least four companies earlier this year that outlines the idea of linking Internet users to information about actual purchase behaviors for ad targeting.

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Facebook’s Brand of Loyalty

Emily Steel, Reporter, The Wall Street Journal in Social on October 3, 2011 at 4:30 am PT

Companies have spent the past few years trying to amass Facebook fans for their products and services. Now they’re trying to figure out how to squeeze value out of them.

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Rival Ad-Tech Firms to Become One

Emily Steel, Reporter, The Wall Street Journal in Media on September 26, 2011 at 4:00 am PT

Rival ad-technology companies Donovan Data Systems Inc. and MediaBank LLC are merging to create a new company called MediaOcean, in a bid to head off competition from Google Inc. and bolster their efforts to transition into the digital age.