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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