Yahoo announced last month its new ads buying and selling system called APT. The new system aims to make buying and selling ads easier by allowing publishers and advertisers to manage display advertising across various Web sites. Formerly known as AMP, Yahoo new system will involve the more than 800 newspapers members of an alliance with the search company as well as as agencies and ad networks. But newspapers are set to benefit the most from the new system by allowing them to use Yahoo targeted advertising technology which will yield more returns for their ad inventories. Also advertisers are poised to benefit from the new system with the possibilities to reach more sites with just one ad buy. For publishers, APT will give them the option to let yahoo or other newspapers sell their excess inventory at a certain price.
The program is being tested by some newspapers and will be extended to advertisers, ad agencies and ad networks throughout the end of this year and unto the new year.
For more see, editor&publisher.com
Wednesday, October 8, 2008
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