Amid the Advertising Week hubbub in New York City, Yahoo! has announced the launch of its new ad platform, APT, largely dependent on the Right Media Exchange acquired last year by Yahoo!.
With Yahoo!’s Newspaper Consortium desperate for revenues, they will be the first to try out the new platform followed by advertisers, agencies and ad networks according to Paid Content who covered Yahoo!’s APT event.
It should be noted Yahoo!’s Publisher Network contextual technology, or a reasonable facsimile, could be a key component for realizing the value of newspapers’ online inventory. With contextual placement in each day’s news an important targeting capability for advertisers, it would seem that even though advertisers can buy sites through Right Media, wouldn’t it be compelling to buy “Home and Garden”, too?
Right Media and Yahoo! are not blind to contextual as one piece of the puzzle and we anticipate an announcement that clearly offers this solution in the future.
Yahoo!’s press release offers a few more details on the new platform’s capabilities including behavioral and geo-targeting:
* Guaranteed cross-selling with pre-defined selling rules
* Ad Exchange for non-guaranteed inventory
* Advanced audience targeting techniques based upon behavior and geography
* Inventory lookup and forecasting across individual and partner sites
* Creative workflow automation and personalization
* Powerful rate card tools for improved yield management
* Filters for better controls around creatives
* Flexible and powerful APIs
* Federated ad call to support multiple ad formats”
It’s great to see Right Media rattling the ad exchange saber, if you will, with the announcement. We wonder where Google and DoubleClick are. Asleep at the wheel, or lying in the weeds waiting to jump?
Also, we wonder if the current Right Media Exchange, DMX, etc., gets officially wrapped up in APT at some point. This isn’t clear to us but we’d guess so.
To visit the Yahoo!s new APT website, click here.
