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 [...]
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