Yahoo To Roll Out New Ad Platform

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By: E&P Staff

Yahoo said today that it is getting ready to launch its new advertising management platform dubbed AMP! The platform is one of the cornerstones of the newspaper alliance with Yahoo.

AMP! will help advertisers buy across search, display, local, mobile, and video inventory from one place on the Web and to allow them to pinpoint advertising by geography and demographics across Yahoo and members of the newspaper partnership.

“AMP! From Yahoo will enable advertisers and publishers to connect with each other and their exact target audiences across the increasingly fragmented Internet, in a way that’s not possible with current solutions,” Hilary Schneider, executive vice president, global partner solutions at Yahoo, said in a statement. “We believe AMP! Will deliver a faster, easier, and more automated and integrated way to create, buy, and sell advertising.”

AMP! (http://advertising.yahoo.com/amp), which was formerly called Project Ajax, will roll out in phases with the newspaper consortium beginning in Q3 this year. The platform will allow publishers to manage their own private networks. AMP! could, according to Yahoo, “augment or replace” publisher’s current ad management systems.

Currently, more than 600 U.S. newspapers are involved in the Yahoo partnership.

“We are highly enthusiastic about the potential of this platform,” Jay Smith, president of Cox Newspapers, said in a statement. “We’re blown away by how Yahoo is working with intensity and commitment to create a collaborative and very efficient platform that we expect will have a significant impact on our sales capabilities.”

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