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Yahoo to Launch New Ad Platform|
- By CXOtoday Staff, Apr 07, 2008 1930 hrs IST
- Tags : Yahoo has long been the second best in online advertising, when compared to Google. However, this may be about to change with the new AMP advertising platform, introduced by Yahoo
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The new AMP! advertising platform, introduced by Yahoo!, may change the entire online ad scenario, by creating an altogether new experience. This platform has been designed to simplify the process of buying and selling ads online. It aims to reduce the complexity of advertising online by providing an integrated, web-based solution, which allows easy cross selling between buyers and sellers. It will allow advertisers to precisely yet easily target audiences, while enabling publishers to better monetize their content, said the company.
Yahoo! is going through a very rough period. Recent years have seen it lose out to Google as the preferred net destination (though it s still a major entity on the Internet). Software giant, Microsoft, came up with a US $44.6 billion bid for Yahoo and it seems that Yahoo! co-founder and CEO, Jerry Yang, is facing massive pressure from disillusioned stakeholders to come to some kind of an agreement.
The AMP! platform will help marketers buy across search, display, local, mobile, and video inventory from a single, integrated interface. 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.
According to eMarketeer, Google still dominates the market raking in 75% of US paid search advertising in 2007, up from 60% in 2006. Yahoo! is at No.2 with a 9% share, while the other search engines split the remaining 16%.
With total spending on online advertisements forecasted to reach US $27.5 billion this year in the US itself (according to an eMarketer study), Yahoo! could not have come out with a better time to launch this new advertisement solution. Apart from the obvious business benefits that Yahoo! stands to reap if AMP! is successful, AMP!'s success could also announce to the industry that Yahoo may be going through a bad phase at present, but it's definitely not out.
AMP! (formerly codenamed, Project Apex), will be rolled out in phases, beginning from Q3 2008.
Related Links:
Yahoo! Offers Vernacular Navigation Service
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