In conjunction with its rejection of Microsoft's latest demands, Yahoo on Monday released more details about an upgrade to its advertising system. Called "Amp," the upgrade is part of the Web giant's
continued efforts to try and convince shareholders that remaining independent is a more valuable option than combining with Microsoft.
"Amp," like AOL's Platform A and Microsoft's adCenter
before it, is an attempt to become a "one-stop shop" for Web advertising buyers. It won't be available until some time this summer, and even then on a limited basis among Yahoo's more than 600
newspaper partner sites. Yahoo began promoting the system on Monday through an online video presentation.
Amp relies heavily on data collected through behavioral targeting, a data
collection practice that allows advertisers to buy specific demographic groups across several publisher sites. Thanks to recent acquisitions costing billions, Microsoft, AOL and Google also offer
enhanced ad targeting solutions. Amp, which draws from technology Yahoo received through the $781 million acquisition of Right Media and Blue Lithium last year, didn't cost nearly as much.
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