Yahoo Launches Long-awaited Display Ad Platform

From PC World: Yahoo rolled out part of a new advertising platform on Wednesday that's intended to streamline how digital ads are bought and placed across the Web.

The platform, APT, has been under development for at least two years. APT has been one of Yahoo's big projects undertaken to improve its mediocre financial performance and grab a larger slice of rising Internet advertising revenue.

Yahoo hastily previewed APT, then known as AMP, in April, as the company was under intense pressure caused by Microsoft's acquisition attempt.

The APT Web site is short on details, but the company outlines its features.

APT aims to link Web site owners, advertisers and the agencies between them who sell ads. It's an automated platform that gives advertisers a range of tools to control where ads should appear, what kind of Web surfers the ads should be shown to, and how much they are willing to pay.

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