Yahoo Launches Transformative Digital Ad Platform APT

September 25th, 2008 at 12:00 am

yahoo apt ad platform

Yahoo today launched a new ad platform  during the   5th annual Advertising Week conference in New York called APT. Formerly known as AMP!,  APT from Yahoo! is an intelligent innovation in online media, a digital advertising solution that streamlines the process of planning, buying and optimizing display advertising.

APT is designed to simplify the process of buying and selling ads online while connecting all the market players — publishers, advertisers, agencies, networks, partners and developers — from a unified platform to do business more efficiently and effectively. The platform is rolling out as planned in phases beginning with publishers the San Francisco Chronicle of Hearst Newspapers and San Jose Mercury News of MediaNews Group.

"The advertising landscape has changed dramatically since the days when Don Draper was roaming the halls of Sterling Cooper," said Jerry Yang. "While Mad Men celebrates the Madison Avenue of 40 years ago, APT from Yahoo! clearly represents the future."

Here are some of the platforms features:

— 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 creative’s

— Flexible and powerful APIs

— Federated ad call to support multiple ad formats

These are the initial features of the ad platform.  Meaning Yahoo will be adding a  more as they progress.

"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. "As we transform the advertising marketplace, we’re excited to have key members of the Newspaper Consortium, the San Francisco Chronicle and San Jose Mercury News, lead the way in this historic journey."

Emmy(R) Award nominee and Golden Globe(R) Award winner Jon Hamm of AMC’s original drama series Mad Men(R) was with the Yahoo Executives during the launch since he is part of the project.

[Press Release