Yahoo! aiming to revolutionise online ad ops via new Platform.

Yahoo! has announced ambitious plans to revolutionise the online advertising industry and make advertising operations sexy. It plans to simplify and centralise the industry through a new platform that will be launched later in the year. It is to provide publishers with the ability to sell ad inventory across the internet while streamlining the more labour intensive process of the business. During a presentation at the Interactive Advertising Bureau’s annual meeting in Phoenix, Yahoo! president Sue Decker indicated that by the second half of 2008, Yahoo! would begin rolling out a set of tools that would enable participating web publishers to sell advertising on other sites.This would also apply to Yahoo!’s own properties as part of what sounded like a mega online ad network, according to the US magazine, Mediaweek.

Apparently, the idea would be to eliminate much of the repetitive, often manual implementation inherent to online ad campaigns, which according to Decker, is holding back the industry’s growth. At the meeting, Yahoo! co-founder and CEO Jerry Yang said that the $44.6bn takeover bid by Microsoft has been “galvanizing”. He also expects online to be the biggest ad spend in the US by 2013. Ellie Doyle – Prosperity Information provided from www.adworld.ie

Ellie Doyle, Prosperity Recruitment