APT from Yahoo Launched

Yahoo announced the launch of the new advertising platform - APT from Yahoo!

Yahoo CEO Jerry Yang said on the YCorp Blog:

I started dreaming about this day 18 months ago, when I laid out my vision for our board of directors on how Yahoo! could play a unique role in changing the face of online advertising… We listened to all of the pain points that our partners shared about the process of buying and selling ads. Would you believe it takes more than 30 manual operational steps to move from ad strategy concept to launching that ad? It involves faxes (!!) and sometimes weeks in proposal processing.

APT looks to change all that. It’s simple. It’s open. It’s fast (like minutes vs. days). It provides a new level of control. It offers cross-selling more easily than ever been before. It will provide large amounts of quality inventory. It will help advertisers customize and target their messages more precisely through advanced targeting. And it will drive results. All this from a single online application. No more cobbled together processes or impressions. No more wasted time.

At this stage, I believe the new platform will allow both search and display ad advertisers to manage their advertising campaigns more easily within a single platform. As up to today, launching a simple search advertising campaign on Yahoo Search Marketing has been a troublesome process.

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