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Yahoo Releases Details Of New Ad Exchange Platform

yahoo_y.gifRecent articles in the New York Times and Wall Street Journal have given more details about Yahoo’s new integrated ad platform. Previously known as “APEX” (advertiser-publisher exchange), the platform will actually be called “AMP”, and is due to be rolled out during the third quarter of 2008.

The AMP will allow Yahoo and all members of the network to sell ads on each others’ sites. At first it will be open to Yahoo’s newspaper consortium before being extended to Web publishers, advertisers, agencies and online-ad networks.

When it will be launched the system will be CPM based and will support graphical ads. It will then be extended to support the full range of ad types and formats, including video, search, and mobile advertising. It will also include a full range of targeting capabilities.

“I think it’s going to be very important for us,” said William Dean Singleton, chief executive of MediaNews Group, which operates 57 daily newspapers in 12 states. “Giving us the ability to sell targeted online advertising will allow us, I think, to charge more for advertising online.”

Read the New York Times article and the Wall Street Journal article.

15.04.2008    Tags:
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