Armstrong himself ran U.S. ad sales for Google before joining AOL. One of his first moves upon arrival was to push out Coleman--the same Greg Coleman who then went to HuffPo--and replace him with Jeff Levick, another Google veteran, who brought in his own team.

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"For big clients, Jerry was the man, " said Greg Coleman, a former top Yahoo executive.

WSJ: Jerry Yang Resigns From Yahoo, the Company He Founded

"At the end of the day everybody was on board to sell for different reasons, " says Greg Coleman.

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