Revolutionizing the online advertising market

Posted February 25th, 2008 at 11:05 am by Sue Decker, President

 4 Comments / Filed in: Trends & News

Today, I joined Jerry on stage at the Interactive Advertising Bureau’s (IAB) Annual Meeting where we sat down for a fireside chat with IAB President Randall Rothenberg to talk about the huge opportunity before us in online advertising. Jerry kicked off the morning and talked about just how far we’ve come since Yahoo! and the Internet advertising industry started 13 years ago. According to eMarketer, Internet advertising spending in the U.S. is expected to hit $50 billion by 2012, which if we all work collaboratively together as an industry and take the complexity out of doing business online - is absolutely achievable.

The challenge is that advertisers and publishers are forced to deal with disparate systems and multiple platforms for buying search, display, video, and local ads. That in itself is an inhibitor to achieving that growth. And we’re trying to solve these headaches by taking a different approach.

As the largest publisher on the Web that also leads in display advertising, and holds a strong number two in search, we maintain one of the world’s largest advertising networks and operate the Right Media Exchange. We’re truly in the best position to understand the evolving needs and demands of the entire ecosystem.

And at Yahoo!, our goal is simple. We want to eliminate all the friction and complexity that advertisers, publishers, agencies, and exchanges deal with so they can focus on reaching the right audiences and driving greater monetization.

We’re building a cutting-edge platform that 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.

Our approach is as different to current advertising platforms as the DVR was to VCRs. We believe this to be a real game-changer.

The new platform will enable all participants in the ecosystem to benefit:

• Publishers will be able to better serve their advertisers’ needs by making it easy for publishers to sell, package, and distribute other publishers’ inventory alongside their own, giving advertisers extended reach to audiences across the Web through a centralized platform.
• Advertisers will be able to spend more time on driving revenue and developing compelling creative for their audiences, rather than dealing with the complexities of ad generation, assembly, trafficking, and serving ads.
• Advertising agencies will be able to streamline the buying process for multiple accounts across multiple publishers and allow for creative testing and campaign optimization, even as the campaign evolves.
• And last but not least Advertising Networks will benefit from having a platform that connects publishers to the best advertisers for their site and audience, and advertisers to the best publishers with the most relevant audiences, thereby increasing both their reach in the process.

We previewed this new platform for our partners in the Newspaper Consortium a couple of weeks ago, and were so pleased with their response that we decided to give the attendees at the IAB Annual Meeting a glimpse so they could share in our excitement. And since most of you weren’t there this morning, I wanted to tell you about the great stuff we’re working on at Yahoo!, so that you can get fired up with us as we set out to revolutionize the online advertising market once again.

Sue Decker
President

Photo from DougGoodman.com.

Tagged: jerry yang, online advertising, sue decker

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4 Comments Add your own

Irlandiani | February 25th, 2008 at 3:23 pm

Cool stuff! It’s great to hear that Yahoo! is working on such a promising new advertising platform that might give a great alternative to Adsense for publishers. Good luck!

woozor weather | February 26th, 2008 at 12:03 am

really interesting… I’m using Adsense ans sometime, i will be happy to change…

peter caputa | February 27th, 2008 at 11:53 am

Very cool stuff. It looks like my friends at Right Media are playing a very critical role in all of this. I’m glad to see it.

Jeff Smith | March 30th, 2008 at 9:42 am

While I do not see any reference to the word “APEX” here, I suspect that Yahoo’s online advertising platform will be the single most significant advancement as advertising evolves from the traditional broadcast and print media platforms. I suspect that Yahoo will soon introduce a simple online platform to integrate graphics, logos, and messages into any application.