Yahoo Trying To Make Display More Like Search
May 22, 2009 at 10:29am ET by Greg Sterling
We've known for some time, based on a number of studies from Microsoft, Yahoo, SEM firms and ad networks, that an online ad campaign that includes both display and search performs better than one that features only display or search. In another version of that same theme, Yahoo recently said that it was using search queries as part of its larger behavioral targeting efforts across its display network. In other words, search queries become part of the targeting data that inform what display ads are shown to users thereafter.
Display advertising has been battered in this recession despite ple [...]
Filed in: Features: Analysis, Yahoo: Mobile & Go, Yahoo: Partnerships, Yahoo: SmartAds
Yahoo Debuts APT, Its “Unified Digital Advertising Platform”
Sep 24, 2008 at 4:30pm ET by Greg Sterling
At various times it's been called AMP or APEX, but today Yahoo introduced its new "unified digital advertising platform," which the company is now calling APT. With the platform it gained through the Right Media acquisition at its core, Yahoo is positioning APT as a dynamic, open marketplace (dispensing with the term "exchange").
The central idea is very simple: simplification of buying and selling advertising across the internet. The first customers -- indeed the apparent drivers of the initiative -- are Yahoo's newspaper partners.
Search is not a part of APT at this point. But previously [...]
Filed in: Yahoo: Business Issues, Yahoo: Display Ads, Yahoo: Partnerships, Yahoo: SmartAds
Yahoo To Enable Opt Out Feature For Customized Ads
Aug 8, 2008 at 1:01pm ET by Barry Schwartz
Yahoo has announced that they will begin giving their users the ability to opt-out of customized advertising on Yahoo.com. The feature will be added to the Yahoo privacy center by the end of August.
This is an expansion of Yahoo's opt-out program for third-party networks. This was done in response to the inquiry by the House Energy and Commerce Committee. You can read a bit more about that over here.
[...]
Filed in: Legal: Privacy, Yahoo: Business Issues, Yahoo: Display Ads, Yahoo: General, Yahoo: Legal, Yahoo: Search Ads, Yahoo: SmartAds
Yahoo Rolls Out More Details About APEX/AMP
Apr 7, 2008 at 7:57am ET by Greg Sterling
In articles on the NY Times and Wall Street Journal sites this morning, more details are surfacing about the intended Q3 rollout of Yahoo's new ambitious, integrated ad platform -- what President Sue Decker previously called "APEX" (advertiser-publisher exchange) and is now apparently being called "AMP."
The idea is to allow Yahoo and its partners -- initially the members of the newspaper consortium -- to sell ads on each others' sites and throughout the network. The ads will at first be CPM-based graphical ads. Eventually the system will encompass the full range of ad types and formats, inc [...]
Filed in: Yahoo: Display Ads, Yahoo: Partnerships, Yahoo: Publisher Network, Yahoo: Search Ads, Yahoo: SmartAds
Yahoo’s Apex Preview: An Ambitious, Unified Ad Platform
Feb 27, 2008 at 10:35am ET by Greg Sterling
At the IAB conference in Phoenix on Monday, Yahoo President Sue Decker made some tantalizing allusions to a new ad platform called "Apex." According to the NY Times, this stands for "advertiser publisher exchange."
Perhaps analogous to AOL's Platform A effort, it attempts to knit all of Yahoo's recent acquisitions and ad network properties together (e.g., RightMedia, Blue Lithium). The Times quotes Decker on the potential capabilities and intention behind the platform:
We are building a cutting edge ad platform that runs across all formats, whether it is search, display, video. It is capabl [...]
Filed in: Yahoo: Display Ads, Yahoo: General, Yahoo: Mobile & Go, Yahoo: Search Ads, Yahoo: SmartAds
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