Yahoo's APT Promises to Be Uppity Up On Online Advertising!

Likening it's program to color television and DVR revolution, Yahoo's new advertising program, APT supposed to set a new future in advertising.
Hillary Schneider of U.S. operations at Yahoo!, described Apt as a"seminal moment in the industry," promising it will be a "transformative development for the advertising and publishing worlds" by allowing advertisers to shift focus from properties to audiences.
Apt is the third moniker Yahoo! has affixed to its platform. When it first unveiled the concept in February, Yahoo! called it Apex. This was switched to AMP in April. AMP is also the name of an ad management system from Collective Media. I certainly hope that this will not fizzle down as that of Microsoft's live Search Advertising platform which promised to kill Google. Google is pretty much alive last time I checked. On the other hand Google Yahoo relationship seem to be fine.
According to Yahoo, San Francisco Chronicle and San Jose Mercury News First Customers to Go Live with APT.

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

Yahoo! will start to make the platform generally available to advertisers, publishers, networks and agencies in 2009.

Additional information on APT is available at http://apt.yahoo.com.

Tags: yahoo ads, Yahoo Apt, online advertising, San Francisco Chronicle, San Jose Mercury News, microsoft live search

Google Yahoo Ad Deal!

Yahoo, Google Ad Campaign has met with both congregational and DOJ investigations. Microsoft after trying to acquire Yahoo earlier now crying louder saying it is anti competitive. During the Microsoft saga Yahoo tested Google ads on its network successfully. Then Microsoft said it is going to kill Google with New Ad technology but I think Google is breathing fine.

There are too many experts giving their ideas about the investigations and I think it is better for me to watch from distance. Of all the articles I read today, this gave a better perspective. But I think this is exactly how I think about the deal;

"Toyota sells its hybrid technology to General Motors, even though they are the number one and number two car manufacturers globally," Omid Kordestani, a Google senior vice president, noted in a blog post. "Canon provides laser printer engines for HP, despite also competing in the broader laser printer market. Google and Yahoo will continue to be vigorous competitors, and that competition will help fuel innovation that is good for users."

Tags: Yahoo, Google Ad Campaign, DOJ investigations, kill Google, New Ad technology, Google Ads, yahoo ads

Yahoo! Tests Google Inc.'s AdSense for Search, to deliver relevant Google ads alongside Yahoo!'s search results.

This news got financial pundits jumping all over the globe. I am sure someone at Microsoft must be jumping up and down too!. Even if he is not jumping, this latest move by Yahoo will add complications to Microsoft's wish to get Yahoo under its arms.

SUNNYVALE, Calif., Apr 09, 2008 -- Yahoo! Inc., a leading global Internet company, announced today that it will begin a limited test of Google Inc.'s AdSense for Search service, which will deliver relevant Google ads alongside Yahoo!'s own search results. The test will apply only to traffic from yahoo.com in the U.S. and will not include Yahoo!'s extended network of affiliate or premium publisher partners. The test is expected to last up to two weeks and will be limited to no more than 3% of Yahoo! search queries.

As previously announced, Yahoo!'s board of directors is exploring strategic alternatives to maximize stockholder value, including exploration of potential commercial business arrangements. The Company noted that the testing does not necessarily mean that Yahoo! will join the AdSense for Search program or that any further commercial relationship with Google will result. The Company further stated that it would not comment on the nature or timing of any potential relationship.

SOURCE: Yahoo! Inc.
tag: Google Adsense, yahoo ads, Search service,

Grass Get Trampled When Elephants Fight

Grass (Yahoo) Get Trampled When Elephants (Microsoft, Google) Fight, might be the outcome, Swisher at all things digital wonders.
It seems there are whirlwinds in the ad market place. Time to pay attention and learn something.