Online advertising 'modernised' with new Yahoo! platform

14th April 2008

The new advertising platform being released by Yahoo! is going to transform the industry, the company president has said.

Ahead of AMP's launch, Sue Decker claimed on the Yodel Anecdotal blog that "the impact is hard to overstate".

She claimed that many of the processes associated with paid advertising on the net - such as targeting audiences, negotiating costs and testing campaigns - are currently "unnecessarily Byzantine".

This is all set to change with the introduction of AMP!, which is to enable marketers to buy and sell in one interface, Ms Decker asserted.

Like a "stock market for ads", AMP! is to automate these processes in an innovation compared by the president to the evolution from 8-track to iPod.

She was speaking as speculation over Yahoo!'s future - which could involve a merger with Microsoft or a deal with Time Warner to become part of AOL - continued to mount.