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Yahoo! Promises 'Revolutionary' Ad Platform September 24, 2008

Web giant boasts of a ‘transformative development for the advertising and publishing worlds’

Sept 24, 2008

-By Brian Morrissey

NEW YORK Yahoo! executives are not setting low expectations for the company’s forthcoming advertising platform, likening its effect on advertising to the advent of color television and introduction of the DVR.

At a press conference to unveil the newly renamed platform, now called Apt, Yahoo!’s top executives promised a sea change in how advertising is bought and sold across thousands of Internet sites. Yahoo! will introduce Apt widely in 2009, with its 784 newspaper partners using the system by the end of this year.

Hillary Schneider, evp, U.S. operations at Yahoo!, described Apt as a “seminal moment in the industry,” promising it will be a “transformative development for the advertising and publishing worlds” by allowing advertisers to shift focus from properties to audiences.

At the heart of Apt is the ability for advertisers to easily find their desired audiences on Yahoo! and hundreds of other Web sites. The Internet-based platform is designed to take the headaches out of buying, selling and measuring digital advertising.

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