Media News - Thursday, September 25, 2008

Yahoo to transform Web ads with new system

Yahoo Chief Executive Jerry Yang told Reuters in an interview that publishers and advertisers would benefit from a more efficient process that would allow them to sell their products and services on more than one website at a time. Yang said the system, called APT, would be much simpler than the current process of selling banner ads through hundreds of websites - a time-consuming model with roots in traditional media like television and newspaper advertising. 'This system allows cross-selling between sales forces, it allows us to have visibility of what pricing is happening and where,' said Yang, who added the system could transform the online Web industry's inefficiencies in selling ads. Yahoo is hoping to build a system as efficient for online display advertising as the one run by Google Inc in search advertising. Google's market-leading search advertising sales system is largely automated via an auction bidding process. Yahoo's first APT partner will be the nearly 800 newspaper websites of the Newspaper Consortium which includes MediaNews Group. It will start to roll out APT in the fourth quarter, and from early 2009, will place Yahoo's own inventory on the system as well as other publishers and advertisers. (Reuters)

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