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Reuters : Yahoo to unveil APT, their new online advertising system

By Andrew Redfern @ 25th September 2008 11:19 am

Reuters are carrying a report that Yahoo (NASDAQ:YHOO) are developing a new online advertising model.

Jerry Yang has told Reuters the new system, called APT, will offer a streamlined approach and get their ads showing across hundreds websites at once. This easy reach is what gives internet advertising the edge over traditional media like television, radio, newspaper & magazine advertising.

In effect this system should operate in much the same way as the content networks do for sponsored search advertisings and make running an online marketing campaign based around online ads and banner image ads much simpler and easy to manage.

According to the Reuter report “Yahoo’s first APT partner will be the nearly 800 newspaper websites of the Newspaper Consortium which includes MediaNews Group.

It will start to roll out APT in the fourth quarter, and from early 2009, will place Yahoo’s own inventory on the system as well as other publishers and advertisers.”

Clearly Yahoo are aiming to capitalise and consolidate on a sector where they are the market leader. It is thought this system is aimed squarely at bridging the the gap between search advertising and more traditional newspaper ads but bringing the speed and efficiency inherent with systems like Google adWords and Yahoo Search Marketing and marrying it with the extra multimedia capabilities of traditional advertising.

Read the full article here at the Reuters Website

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