Yahoo! Inc. has relaunched its online advertising system and renamed it APT, which aims to streamline the advertising process by putting its Newspaper Consortium members on the same management system, Dow Jones Newswires reported Wednesday.

Yahoo! Chief Executive Jerry Yang said the technology is a “game changer.”

APT was developed with help from the Newspaper Consortium, a group of newspapers that have partnered with Yahoo for online advertising.

“Let's face it - the digital advertising process is broken,” said Yahoo! President Susan Decker, according to Dow Jones. “APT will allow publishers to spend less time on managing digital advertising and more time driving results.”

Yahoo! aims to use APT with several hundred newspapers by the end of this year, and expand it for other publishers, networks, advertisers and agencies next year, Dow Jones reported.