Yahoo launches new display ad platform
Yahoo has unveiled its new advertising platform, with two major companies already signed up.
Search engine Yahoo has launched its new display advertising platform, claiming that it will “transform” the market.
Yahoo says that the system, called APT, will help publishers by streamlining the process of planning, buying and optimising display advertising.
Benefits of the system include guaranteed cross-selling with pre-defined rules, new audience targeting techniques, inventory look-up and forecasting and powerful rate card tools to help yield management.
Sue Decker, Yahoo’s president, said: “One of the major benefits of APT is the fact that it’s an open system, designed to enable advertisers to reach their audiences in their favourite places across the web, and publishers to monetise inventory across the broadest possible demand channels.”
Two of the first companies to use APT will be Hearst Newspapers’ San Francisco Chronicle and the San Jose Mercury News, owned by MediaNews Group William Dean Singleton, vice chairman and CEO of MediaNews Group, said that the APT system was a “game-changing” technology and would advance their advertising on the web.
APT will be available to other agencies and advertisers from early 2009.
Yahoo and rival Google are currently being investigated by US anti-trust officials over a planned search advertising pack, which would allow display Google ads alongside Yahoo search results.
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