Yahoo developing a unified ad platform

Yahoo's President Sue Decker announced that they are working on creating a new ad platform this past week at the IAB conference in Phoenix. Apex, or Advertiser Publisher Exchange, will bring together several of their ad products for an all-in-one platform. With this 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 is 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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