Verizon is bowing out of media after years of trying to build a digital advertising colossus to challenge the USA’s adverts duopoly. In a $5bn sale to private equity giant Apollo Global Management, the US operator is selling all its Verizon Media brands – including assets associated with Yahoo and AOL, as well as the advanced advertising business created jointly by Yahoo and AOL. The new business – of which Verizon will still own 10% – will be called Yahoo. Yahoo is a brand that has been stripped of all identity through years of changes, so the decision not to not spin up something new and fresh seems peculiar. But on the other hand, keeping a widely recognized brand name…