Yahoo getting AMP! Up
By Azam on April 7, 2008Yahoo released information on their efforts on the advertising exchange platform called AMP. The Ad system is a culmination of efforts and acquisitions made by Yahoo to enhance its targeted advertising with Right Media and Blue Lithium. Previously, Yahoo was working on Panama Advertising platform and AMP will be a much greater improvement in capability to target ads across yahoo and partners involved: advertisers, publishers, and ad networks. The yahoo platform will allow advertisers to target users with more specific and accurate behavioral and demographic information.
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.
Google and Microsoft have similar efforts to simply advertising for advertisers. Google has considered itself as an advertising company and dominates search advertising business. Google recently closed on double click and will likely make further inroads into the display advertising. Microsoft has been acquiring companies to help build its advertising offering with companies like Aquantive and Rapt. Yahoo dominates the display advertising with its vast web properties and highest paged viewed site on the web. Yahoo will further expand capabilities with AMP and partners to leverage a much larger platform reach and give greater set of tools for advertisers.
Categories : Media & AdsTags : AMP, yahoo