This one goes to 11

Posted April 6th, 2008 at 9:01 pm by Sue Decker, President

 10 Comments / Filed in: Trends & News, Video

We went from 8-tracks to iPods, snail mail to email, the VCR to the DVR. These are just a few examples of industries that have been completely changed by innovation. History clearly shows that inefficient marketplaces are ripe for transformation. And that’s what we’re focused on here at Yahoo!. We plan to forever change the way advertisers, publishers, agencies, and ad networks interact with one another in order to serve ads that are relevant and effective.

We’re popping the hood today on a new advertising management platform, AMP! from Yahoo! (you might have seen it referred to as Project Apex). It’s been under development for some time now by an army of engineers, product strategists and managers, and user-interface design experts — all intimately familiar with the online advertising industry. They understand the pain the industry currently feels in how things are done.

Here’s the core premise that’s fueled this new platform: Online advertising is growing increasingly sophisticated, yet it’s unnecessarily Byzantine to buy and sell. The online media landscape is incredibly fragmented. And, today, the process of finding your target audience, booking inventory, negotiating pricing, seeking approval, creating tearsheets, testing ads — it’s living in an 8-track world. Let’s just say people are doing a lot more faxing and phone calling than should be necessary in 2008. It’s terribly inefficient.

AMP! will not only automate all of these processes and take the cycle time down from weeks to minutes, it will enable a new, more open paradigm, taking participants from private walled gardens to a new world where they will be able to buy and sell across the entire Web – all in one interface, with a few clicks of a mouse. It’s like a stock market for ads — the more efficient the marketplace, the more value in it. The impact is hard to overstate. This is simply not possible today and we think that’s really hobbling the industry’s ability to focus on what matters most — developing great creative and getting it front of the right person.

We recently previewed AMP! for our partners in the Newspaper Consortium and there were “ah ha!” moments visible across the room, with execs throwing out comments like “blown away,” “revolutionary,” and they even put “sexy” and “ad serving” in the same sentence.

AMP! from Yahoo! is real. We will start rolling the platform out in phases beginning next quarter, and will open it up for additional publishers as well as advertisers, agencies, and ad networks throughout the rest of 2008 and into next year. And you can see what the newspaper execs were so excited about by checking out this short video:

Sue Decker
President

Tagged: news, online advertising, sue decker, Video

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10 Comments Add your own

SM | April 6th, 2008 at 10:55 pm

Sweet!

gag | April 7th, 2008 at 12:27 pm

today we have many kinds of ‘information ads’

we are seeing the evolution of ‘interactive ads’ where we are trying to get the user to interact/act or ads based on interaction or already performed action

Their is also the ‘intelligent ads’ Ex: products to show during tomorrows rain

going forward we could see

‘interconnected ads’ offline-online connect, products/brands collaboration, ads based on what i have, where i am and what i am upto

‘haute couture ads’ n ‘concierge ads’ some may need only the best and some will pay to get that one best ad
‘ad lifestyle n pay by ads’
‘ad exchange’ chat/discuss products with ads, bid and have set of ads and get paid everytime you use it

‘evolving ads’ ads that grow with you and relevant to your age and life

‘ad clones’ having multiple ad profiles

more…

gag | April 7th, 2008 at 1:10 pm

what i have said about ads could be so much more interesting if
we could move online from
what is there to what i have

-we have a web generation gap of people who are new and want to view to people who grew and want to brew

-ways to create fire vs things done with fire; creating web content vs playing with that content

online
-don’t give me a url, give me an experience
-don’t give me information and resources but give me an environment to complete my task
-home-work/online-offline/free-premium, bridge it
-innovative platform for company/business destinations
-digital living to evolve beyond social networking to life and everyday management, time to create a online platform called Home
more…
would like feedback
Yahoo!

Alexis Kauffmann - Galeria de Arte Géssica Hellmann | April 7th, 2008 at 4:53 pm

Sounds great, but too many adjectives…

Matt | April 8th, 2008 at 6:33 am

How is this going to make up for Yahoo’s perceived deficiencies in search?

Eloi | April 9th, 2008 at 1:46 am

yeah way too much biggin yourself up yahoo!
Remember that until now, you are still by far the less efficient network, both in terms of market and interface.
But hey, credit for making this happen, and we all hope it’ ll be better than the last ‘amazing new platform:Panama’ …

However, why are all the people you quoted the video and in the numerous Yahoo blogs from the newspaper industry? They’re not in the best position to make a real assesment about digital advertising and marketing, but more in a position to generate buzz about Amp… Newspapers are only the websites receiving advertising moneys from your platform, not the people actually using the platform and spending money on it! Beta me, and I’ ll honestly tell you what I think, no frills! You need feedback from the people spending, not the people receiving…

Rituparn | April 9th, 2008 at 9:21 am

An amazing idea, I’m sure this is gonna go big and what we see today is gonna be a interesting platform in the days to come both for the publishers and advertisers.
An exchange of sorts that is sure to mature and be a tend setter, it’s be interesting to watch this grow, I’m sure you guys have spent a lot of time convincing publishers and now it’s be advertisers …
All the best , I already see and edge here..

Nicki Dugan | April 9th, 2008 at 11:43 pm

@Eloi – Wanted to provide clarification… the folks whose feedback we quoted are from the newspaper industry because we provided an in-depth preview of the product to members of our Newspaper Consortium, who are already part of the growing Yahoo! Network and will be the first to engage on the platform. To reiterate, the platform will be rolled out beginning in Q3 and we’ll be sure to get feedback from advertisers at that time. The premise, which you’ll note many industry have echoed since our more public preview this week, is that the platform will benefit ALL members of the (to use the hackneyed buzzword) ecosystem — publishers, agencies, ad networks AND advertisers.

PPC Fool | April 11th, 2008 at 2:06 pm

Kudos to you guys seeing where the future is headed with advertising online…

Being able to buy ad space online from one platform will be key for a marketer like myself

You guys need to have a directory with top sites across all categories and sub-categories like alexa or just pull from your directory direct, so we can buy into these sites… not just newspaper websites

Jacques Snyman | Website Design | June 7th, 2009 at 9:03 am

Without evolution we would still be brandishing clubs and maybe using stone tools if we got that far! I love it, and the evolution of technology is of particular interest to me. I waish I could peek into my crystal ball and see exactly where technology is going to be in 10 years time. I do hazard the guess that some things will be virtually unrecognisable to us by then….