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Yahoo! Launches Transformative Digital Ad Platform
“The advertising landscape has changed dramatically since the days when Don Draper was roaming the halls of Sterling Cooper,” said Jerry Yang. “While Mad Men celebrates the Madison Avenue of 40 years ago, APT from Yahoo! clearly represents the future.”
As a Web-based solution with the potential to allow unprecedented ease of cross-selling across the largest open network of publishers, advertisers, ad networks and agencies from a single integrated interface, APT is a single platform for connected digital advertising, including ad serving, ad network and ad exchange. It is designed to streamline advertisers’ ad-buying process for multiple accounts across multiple publishers, and enable creative testing and campaign optimization. It is also intended to help advertisers precisely yet easily identify audiences through geographic, demographic and interest-based targeting while enabling publishers to better monetize their content as well as making better connections across the Web.
Some of the initial capabilities featured in the new platform include:
– Guaranteed cross-selling with pre-defined selling rules
– Ad Exchange for non-guaranteed inventory
– Advanced audience targeting techniques based upon behavior and geography
– Inventory lookup and forecasting across individual and partner sites
– Creative workflow automation and personalization
– Powerful rate card tools for improved yield management
– Filters for better controls around creatives
– Flexible and powerful APIs
– Federated ad call to support multiple ad formats
Additional information on APT is available at http://apt.yahoo.com. For press materials including executive bios, APT screen shots and images visit http://apt.yahoo.com/newsworthy.
