Thursday, September 25, 2008

Yahoo Overhauls System for Selling Display Ads

Yahoo announced on Wednesday the details about its system to buy and sell display advertising online, with the hope that the company can dominate the display ad market in the same way Google steers the search market. The new platform, called APT, will allow both publishers and advertisers to manage display advertising across the Web sites of several hundred newspapers across the country, along with Yahoo sites and large sites like eBay and WebMD. At an event at Advertising Week in New York, executives said that the 800 or so members of Yahoo’s newspaper consortium would be using the system, formerly known as AMP, by the end of the year. For advertisers, the new system would simplify the buying of display ads. Currently, advertisers typically buy display advertising from individual sites, or use ad networks, where they do not always control where their ads appear. If the platform develops as Yahoo promised, it would allow newspapers to make more money from online advertising. National advertisers do not want to make hundreds of tiny purchases, and the APT platform would make member newspapers’ Web site space available to national advertisers through one national purchase. It would also let publishers use Yahoo’s targeting capabilities for ads on their sites, and use the demographic and behavioral information

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