Search Engine Optimization News Blog

“The advertising landscape has changed dramatically” said Jerry Yang. “APT from Yahoo! clearly represents the future.”

APT is designed primarily to simplify the ad selling and buying process on a single platform, bringing publishers, advertisers, agencies, networks, partners and developers together to promote a more efficient business platform for cross-selling, multiple publishers and accounts in an open network.

Ad serving, ad network and ad exchange will be enabled with testing and optimization solutions to increase monetization while simplifying demographic and interest based targeting. This allows for greater connectivity between publishers and advertisers across the web.

“One of the major benefits of APT from Yahoo! is the fact that it’s an open system, designed to enable advertisers to reach their audiences in their favorite places across the Web, and publishers to monetize inventory across the broadest possible demand channels,” said Sue Decker.

Some of the initial capabilities featured in the new platform include:

– Guaranteed cross-selling with pre-defined selling rules 

– Ad Exchange for non-guaranteed inventory

– Advanced audience targeting techniques based upon behavior and geography

– Inventory lookup and forecasting across individual and partner sites

– Creative workflow automation and personalization

– Powerful rate card tools for improved yield management

– Filters for better controls around creatives

– Flexible and powerful APIs

– Federated ad call to support multiple ad formats

– Allowing publishers to manage their own private networks.

“When Yahoo! showed us the platform’s potential in February this year, the Newspaper Consortium was impressed by Yahoo!’s commitment and investment in a game-changing technology that would significantly advance our efforts to monetize the Web,” said William Dean Singleton, Vice Chairman and CEO, MediaNews Group. “Seven months later, I am very proud to announce that Yahoo! has executed, and we are jointly accelerating toward fully using the platform to aggregate inventory, target relevant audiences and drive revenue growth.”

The APT should become widely available in 2009.