Yahoo! Inc. has announced its intentions to bring to market AMP! from Yahoo!, a new advertising management platform designed to simplify the process of buying and selling ads online. Central to Yahoo!'s strategy to be the partner of choice for advertisers, agencies, publishers and networks, AMP! provides an integrated, web-based solution that allows cross-selling across a large ecosystem of buyers and sellers. It is designed to allow advertisers to precisely yet easily target audiences while enabling publishers to better monetize their content.
AMP! from Yahoo!, formerly referred to as Project Apex, will roll out in phases beginning with members of the Newspaper Consortium in Q3 2008. Yahoo! plans to extend the functionality of the platform as well as participation to additional publishers, advertisers, agencies, and ad networks through the rest of 2008 and into 2009.
The AMP! platform is also designed to help marketers buy across search, display, local, mobile, and video inventory--all from a single, integrated interface. It will provide a suite of tools that allows geographic, demographic, and interest-based targeting across a network that includes Yahoo!-owned-and-operated inventory and more than 600 U.S. newspapers in the Newspaper Consortium. An open platform available to any participant, AMP! will ultimately include Yahoo!'s network of premium publishing partners, agencies, ad networks, and thousands of other smaller publishers from across the web. Yahoo! has invested significantly in the AMP! technology platform. Designed based on extensive analysis of the inefficiencies that currently constrain the industry, it is being built by an extensive team of engineers, product managers and strategists, and user-interface design experts deeply familiar with the online advertising industry.
For publishers, AMP! is designed to increase revenue with solutions targeted at accelerating premium brand and performance-based advertising. Key benefits planned include: Enabling ad selection and inventory management capabilities that are designed to ensure the most valuable and relevant advertising available is shown to users; Allowing publishers to manage their own private networks; Enabling advertisers and publishers to link together and take advantage of additional audience reach or advertiser demand as needed; Offering the control to choose what parts of the platform and its solutions are most relevant to use.