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Yahoo Launches APT Advertising Platform

APT from Yahoo! launches today

10:24 pm on Sep 24, 2008 (gmt 0)

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We’re really excited about today’s launch of APT from Yahoo! This platform, which was built from the ground up for digital advertising, will help publishers, advertisers, agencies and ad networks do business simply and more effectively.

APT from Yahoo! benefits will include:
•For publishers, this platform is designed to open up access to large demand and help improve yield from all inventory, while simplifying ad management. It is also designed to help publishers create new revenue opportunities by cross-selling with other sellers to increase supply.
•Advertisers and agencies will be able reach a large scale of quality audiences across multiple properties on a single platform, and harness insights on those users, helping to drive better performance as they simplify media buying. It will also broaden the offerings that agencies can offer to their clients.
•Ad networks will gain access to more audiences and demand--including Yahoo! and the largest ad exchange--in one place, simplify the process of doing business with all of these partners, and expand revenue opportunities.
•Partners and developers will be able to easily bring their technologies, solutions and innovations to a vast marketplace, and help all buyers and sellers do business more effectively.
•Users will benefit as well, with a more relevant online experience. They'll see better targeted and more engaging ads.

We’ve posted an article about APT from Yahoo! on our Yodel Anecdotal blog: [ycorpblog.com...]

Please note: The platform is being implemented by certain members of the Newspaper Consortium. Yahoo! will start to make the platform available to other parties, including advertisers, publishers, networks and agencies, in 2009. As more updates become available, we’ll definitely keep you updated.

All the best,

2:45 pm on Sept 25, 2008 (gmt 0)

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Congrats to Yahoo! And to the Newspaper Consortium. (Reading the comments from the newspaper people, you get the idea many newspapers didn't think Yahoo was going to do anything for them; it was "Well, whatever." Lo! Teaming with Yahoo looks like it was a very good idea.)

From what I have seen of it, the APT format looks much like OpenX and Google Ad Manager--on steroids. Of course, this is where Google Ad Manager wants to go. The big difference is the level of service Yahoo is providing its partners.

Or, rather, Yahoo wants to provide it's partners. They are not there yet. But, I like their focus on very specific web channels such as newspapers. Newspapers have the brand and the content. And Yahoo has the rep and a lot of knowhow. Yeah, there are several others out there trying to do this as well. Some might say Yahoo are a bit late to the game, but I don't think so.

The problem with contextual ads at newspapers (as I oh-so-painfully learned) is that there is not a lot of useful context in the news. Iraq war? Election? Debt crisis? Car wreck? New bridge opens? What are you going to sell in context with that?

But the audience, if you can figure out who they are and where they are, is powerful & valuable. They are engaged readers, opinion leaders, typically with money to spend. But the younger news reader is very different from the older news user. And women are different from men. Location is key, too.

Yahoo has figured this out and is going to try to do something about it. They are going after demographics.

Combine what Yahoo is bring to the newspapers with Associated Press' roll out of their new video player for newspapers and there is reason to believe that newspaper web site are going to get busy.

Still, besides working on the demographics of the news users, newspapers have GOT to start developing more and more local online niche services for the same reason that Yahoo APT is important. The money is in targeting.

If there is one lesson WebmasterWorld members could teach newspapers, that would be it: There is money in the niche.

6:16 pm on Sept 25, 2008 (gmt 0)

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Does this mean publishers will start earning money again? We've taken YPN off all of our sites. The targeting just kept getting worse and worse and epc dropped to 10% of what it had once been. Will issues like targeting be fixed?
12:27 pm on Sept 26, 2008 (gmt 0)

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Yahoo should keep trying new things just like Google if it wants to climb up the search ladder. Good News That.

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