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BizReport : Advertising : April 07, 2008
Yahoo's AMP to drive online ad revenues
Microsoft has issued Yahoo with an ultimatum - seal the deal in three weeks or risk a hostile takeover. But, could Yahoo have an ace up their sleeve to convince shareholders that Microsoft has undervalued their worth?
Yahoo has released more details about its soon-to-be-launched online advertising system, formerly called Advertiser and Publisher Exchange (APEX), but now renamed to Advertising Management Platform (AMP).
Developed to compete with Microsoft’s aQuantative and Google’s DoubleClick acquisitions, AMP was created in-house. The online advertising system will allow Yahoo and its partners to drive display ad sales and, in the future, handle other ad types such as search, mobile and video.
According to the New York Times, marketers will be able to target online audiences based on online behavior, demographic profile or geographic location. The first to use AMP will be the hundreds of newspapers in Yahoo’s consortium.
“I think it’s going to be very important for us,” said William Dean Singleton, chief executive of MediaNews Group. “Giving us the ability to sell targeted online advertising will allow us, I think, to charge more for advertising online.”
Even if the Microsoft deal does go ahead, some in the industry feel it would be wrong for AMP to be shelved. "If Microsoft buys Yahoo, they would be foolish to dismantle this," said Rachel Happe, an IDC research manager.
Tags: ad network, behavioral targeting, display advertising, online advertising
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Comments
Now its time for Google to shiver.
Posted by: Sachin on April 7, 2008 10:38
"Microsoft’s DoubleClick and Google’s aQuantative" should be Microsoft’s aQuantative and Google’s DoubleClick.
Posted by: piethein on April 7, 2008 12:45