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April 07, 2008 at 00:01 AM EDT
Yahoo! Previews Powerful New Online Advertising Management Platform
AMP! from Yahoo! Aims to Transform the Online Advertising Industry by Dramatically Simplifying Processes for Advertisers, Agencies, Ad Networks and Publishers

Yahoo! Inc. (Nasdaq:YHOO) today announced intentions to bring to market AMP! from Yahoo!, a new advertising management platform designed to significantly 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! will take the pain and complexity out of advertising online by providing an integrated, web-based solution that allows unprecedented ease of cross-selling across a large ecosystem of buyers and sellers. It will allow advertisers to precisely yet easily target audiences while enabling publishers to better monetize their content.

While online advertising grows more sophisticated, the process of doing business today is surprisingly cumbersome and manual, said Hilary Schneider, EVP, Global Partner Solutions, Yahoo!. AMP! from Yahoo will enable advertisers and publishers to connect with each other and their exact target audiences across the increasingly fragmented Internet, in a way thats not possible with current solutions. We believe AMP! will deliver a faster, easier, and more automated and integrated way to create, buy, and sell advertising and do so across a transparent global marketplace. And with the time saved, the industry can better focus on developing great creative.

The AMP! platform will ultimately help marketers buy across search, display, local, mobile, and video inventory all from a single, integrated interface. It will have the ability to deliver highly relevant advertising to consumers across the entire Web, driving better results for marketers. It will provide a suite of tools that easily allows precise geographic, demographic, and interest-based targeting across a vast 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. A video demonstration of AMP! can be viewed at http://advertising.yahoo.com/amp.

Yahoo! recently previewed AMP! for members of its Newspaper Consortium and received overwhelmingly positive feedback on its transformative potential.

We are highly enthusiastic about the potential of this platform, said Jay Smith, President, Cox Newspapers. Were blown away by how Yahoo! is working with intensity and commitment to create a collaborative and very efficient platform that we expect will have a significant impact on our sales capabilities. This is a turning point for our industry. And, we are equally excited about the tremendous value Yahoo! sees in our great local newspaper content, which is getting broader exposure nationally on some of Yahoo!s most popular sites.

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.


For advertisers, AMP! aims to provide a step-level improvement in ad relevance and performance of their online media. Key benefits planned include:

  • Advertisers to select audiences from across multiple sites and networks;
  • Advertisers to execute on mass, niche and 1:1 marketing campaigns that deliver against specific advertiser metrics;
  • A new blend of control and simplicity in their business relationships with publishers and in managing their online marketing rate of return (ROI).


For agencies, AMP! is designed to simplify the time-consuming operational tasks of online advertising, allowing media planners, creative users, and account managers to return to their valuable roles as advisers and enabling agencies to accelerate the development of value-added services. Key benefits planned include:

  • Solution for targeting and buying media for audiences from across multiple sites and networks, not just trafficking and reporting;
  • Enabling buyers to continue to use their preferred desktop and back-office applications while gaining access to the broad range of inventory; creative users can design in their favorite creative tools;
  • Enabling account managers to analyze cross-publisher campaign performance data in existing analytics tools alongside offline campaign data, allowing them to make smarter recommendations on media mix and marketing ROI.

Ad Networks

For ad networks, we believe AMP! will accelerate a free market economy for advertising. With core relationship management built into the platform, ad networks can expand their businesses by connecting to advertisers, publishers, agencies, and other ad networks all through an easy interface. Key benefits planned include:

  • Enabling unparalleled access to supply and demand across all types of inventory and a full suite of tools built specifically for ad networks to manage and grow their business;
  • Allowing ad networks, through an open set of APIs, to innovate on top of the transparent marketplace.


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 AMP! could augment or replace their ad management system.

This press release contains forward-looking statements that involve risks and uncertainties concerning AMP! (including, without limitation the statements contained in the quotations from management and others in this press release), as well as Yahoo!s strategic and operational plans. Actual events or results may differ materially from those described in this press release due to a number of risks and uncertainties. The potential risks and uncertainties include, among others, the possibility that the expected implementation of AMP!, including its planned features, may be delayed, may not ultimately be implemented, or if implemented may not be successful; advertisers, agencies, ad networks and publishers may not realize the benefits intended and may not accept or respond as positively to AMP! as anticipated; and competitors may offer competing platforms or services.More information about potential factors that could affect Yahoo!s business and financial results is included under the captions Risk Factors and Managements Discussion and Analysis of Financial Condition and Results of Operations in Yahoo!s Annual Report on Form 10-K for the fiscal year ended December 31, 2007, which is on file with the Securities and Exchange Commission and available online at www.sec.gov.

About Yahoo!

Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo! is focused on powering its communities of users, advertisers, publishers, and developers by creating indispensable experiences built on trust. Yahoo! is headquartered in Sunnyvale, California. For more information, visit pressroom.yahoo.com.


Yahoo! (Media)
Emily Fox, Corporate Communications
Kristen Wareham, Corporate Communications
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