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| Yahoo! Previews its New Online Advertising Management Platform Yahoo! announces 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. 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 this page. Yahoo! recently previewed AMP! for members of its Newspaper Consortium and received overwhelmingly positive feedback on its transformative potential. 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. Advertisers 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). Agencies 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, Yahoo! believes 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. Publishers 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. write your comments about the article :: © 2008 Computing News :: home page |