There are a number of critical articles, even complaints, coming out of yesterday's Yahoo press event featuring new Chief Product Officer Blake Irving. The main portion of the event had Irving and CTO Raymie Strata discussing Yahoo strategy and reiterating that Yahoo wasn't simply a media company but a company with deep technology as well. Some of the informal comments and conversations that immediately followed the 90-minute discussion were along the lines of "We've heard this before, what's new?" or "Where's the vision?" During the Q&A portion of the session Irving stumbled a bit w [...]

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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 [...]

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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 [...]

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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. [...]

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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 [...]

Related Topics: Yahoo: Display Ads | Yahoo: Partnerships | Yahoo: Publisher Network | Yahoo: Search Ads | Yahoo: SmartAds