Around the Net

Yahoo To Unveil New Ad Management Software

Yahoo is slowly emerging from the Microhoo mess, ready to finally unveil "what could be its company-saving ad system," according to the New York Post.

Formerly known as "Amp," the new ad management platform will roll out this quarter. Yahoo claims it will make it easier for publishers, advertisers and agencies to buy and sell space across its network, by eliminating the need to use the phone. In fact, unlike Google's DoubleClick, with which the unnamed system will compete, Yahoo's system will be free. More than 800 publications that belong to Yahoo's newspaper consortium will use it. The San Francisco Chronicle and San Jose's The Mercury News will be the first publishers to test it next month. The truly unique thing about Yahoo's system is that it allows publishers to sell inventory on other sites, including Yahoo properties. The Merc, for instance, could theoretically sell space at the Chronicle and on Yahoo News. At the same time, everybody will benefit from the revenue sharing scheme.

"We understand there is a fair amount of skepticism outside of the company," said Mike Walrath, senior vice president of Yahoo's advertiser marketplace group. "Inside of the company, the reason the confidence level is so high is we're not just building a piece of software to be innovative. We are potentially the biggest customer of this software."

Read the whole story at New York Post »

Next story loading loading..