Bowing out of media after years of trying to build a digital advertising colossus to challenge the ad duopoly is the most Verizon thing to have happened to Verizon in years. In a $5 billion transaction 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. Bizarrely, the new business – in which Verizon will own 10% – will be called Yahoo. On one hand, Yahoo is a brand that has been stripped of all identity through years of changes, so the decision to not spin up something new and fresh seems…