Yahoo!’s President Sue Decker announced they are working on creating a new ad platform recently at the IAB conference in Phoenix. Apex, or Advertiser Publisher Exchange, will bring together several Yahoo! ad products for an all-in-one platform. With the new platform Yahoo! is “trying to revolutionize the online advertising industry.”
Ms. Decker explained: “We are building a cutting edge ad platform that runs across all formats, whether it is search, display, video. It is capable of harnessing the power of Yahoo! and the power off Yahoo!. But it will also take advantage of emerging formats like mobile, all in an easy-to-use system.”
Yahoo! did not reveal specifics of the new platform, and the announcement was not a launch. Apex is still in development and will “involve many releases over several years.” Ms. Decker also discussed the announcement on the Yahoo! Blog, explaining that the new platform “simplifies the process for advertisers when buying targeted, guaranteed and non-guaranteed advertising inventory across Yahoo!’s owned and operated network, partner sites, and other advertising networks. And furthermore, this new platform will be a Web-based, hosted application that harnesses the power of collaboration across the Internet.”
Depending on how intuitive the new platform really is, this release could be very exciting for the future of online advertising. We will be watching for additional announcements and are looking forward to seeing what Apex has to offer!
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Tags: ad platform • advertiser • apex • exchange • online advertising • publisher • yahoo
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