Yahoo's APT aims to aggregate the Web

Share this article:

Yahoo's latest platform, APT from Yahoo, began rolling out with its first publishers — the San Francisco Chronicle and San Jose Mercury News — last week.

The new product is being pitched as a way for the publisher to aid advertisers in aggregating fragmented niche audiences across the Internet.

“One of the challenges that mar­keters face today is the incredible proliferation of Web sites that exist and the dispersion of the audience,” explained John Slade, VP of global project management for Yahoo.

The platform will allow cross-selling across an open network of publishers, advertisers, ad networks and agencies from a single integrated interface. APT from Yahoo is a single platform for connected digital advertising, including ad serving, ad network and ad exchange.

Last year Yahoo acquired Right Media, an exchange which allows Yahoo to sell ads via real time auction. APT from Yahoo will continue to be rolled out to advertisers, agencies, Yahoo's inventory and Right Media cli­ents throughout the rest of this year and 2009.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.