At an event at Advertising Week in New York, Yahoo said that the new system would simplify the trading of display ads. Currently, it said, advertisers typically buy display advertising from individual sites, or use ad networks. But Yahoo claims that ATP allows media owners' inventory to be made available to advertisers through one purchase.
Yahoo will start to make the platform available to other parties including advertisers, publishers, networks and agencies in 2009. Yahoo's first partner for APT will be nearly 800 newspaper websites from the US Newspaper Consortium.
The system, formerly known as AMP, is also intended to help advertisers identify audiences through geographic, demographic and interest-based targeting. ATP will also allow publishers to use Yahoo's targeting capabilities for ads on their sites, and use the demographic and behavioural information Yahoo has about users to show them appropriate ads.
Other capabilities include ad exchange for non-guaranteed inventory and inventory lookup.
Yahoo president Sue Decker said: "One of the major benefits of APT from Yahoo! is the fact that it's an open system, designed to enable advertisers to reach their audiences in their favourite places across the web, and publishers to monetise inventory across the broadest possible demand channels."
United Kingdom
Yahoo releases details of ad trading platform
LONDON - Yahoo has unveiled the first significant details of its new ad trading platform, ATP, which it hopes will allow it to dominate online display advertising in the same way as Google dominates search.
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