Yahoo’s new ad system 'more efficient'
By Alisa Zykova, Thursday 25 September 2008 at 22:51 :: Advertising :: #2344 :: rss
Yahoo Inc. Chief Executive Jerry Yang has announced the firm’s new online advertising system will feature a “more efficient process” that will make online ads “cheaper” and “easier” for advertisers and publishers alike by permitting them to market on multiple sites, Reuters reported.
The APT system may be more simple and efficient since it will forgo the “current process of selling banner ads” through lots of sites, which may be “time-consuming” since it is rooted in traditional media practices.
“This system allows cross-selling between sales forces, it allows us to have visibility of what pricing is happening and where,” said Yang, Reuters reported.
Yahoo intends to construct a system that may be as competent as Google at Internet display ads on search engines, according to Reuters.
Google and Yahoo’s commercial ventures are being looked into by the U.S. Justice Department, which questions whether they would violate anti-trust laws. The two companies currently have an 80 percent share in the search market.
The first APT partner is expected to be the Yahoo Newspaper Consortium’s nearly 800 newspaper Web sites.
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