Yahoo! launches ad platform network

by Alison Donnelly Marketing 09-Apr-08, 10:45

LONDON - Yahoo! is launching an online advertising platform intended to make it easier for marketers to run campaigns across more than 600 newspaper websites and internet portals.

The internet company claims its AMP system will help brand-owners roll out activity spanning search, display, local, mobile and video platforms. It will also provide marketers with the tools to target ads according to the location, age and interests of consumers.

AMP was developed to compete with Microsoft's recent acquisition of advertising platform aQuantative and Google's purchase of DoubleClick. Yahoo! said that its platform would help marketers roll out integrated online campaigns from a single interface.

The system provides tools that enable precise geographic, demographic and interest-based targeting across a vast network that includes hundreds of publisher websites.

The first stage of AMP will be rolled in the third quarter of this year, with plans to extend the service to additional publishers, advertisers, agencies and ad networks into 2009.