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Yahoo announced the launch of APT at the 5th annual Advertising Week conference in New York. APT, formerly known as AMP, is an intelligent breakthrough for online media, it’s a digital advertising solution which streamlines the process of planning, buying, and optimizing display advertising. So basically APT is designed to simplify the process of buying & selling ads online while connecting a list of market players such as publishers, advertisers, agencies, networks, partners & developers, to do business in a more efficient and effective manner.

Yahoo’s CEO Jerry Yang, President Sue Decker and Executive President of Yahoo! US Hilary Schneider were present at the conference, also present was actor Jon Hamm, from AMC’s original drama series Mad Men®.

Sue Decker spoke at the conference: “One of the major benefits of APT from Yahoo! is the fact that it’s an open system, designed to enable advertisers to reach their audiences in their favorite places across the Web, and publishers to monetize inventory across the broadest possible demand channels. As we transform the advertising marketplace, we’re excited to have key members of the Newspaper Consortium, the San Francisco Chronicle and San Jose Mercury News, lead the way in this historic journey.”

The APT platform allows:

• Fostering a more transparent marketplace through the ability to connect to new business partners for cross-selling;
• Providing ad selection and inventory management tools to match relevant ads to marketers’ target audience; and
• Allowing publishers to manage their own private networks.

Whereas some of the initial capabilities featured in the new platform include:

• Guaranteed cross-selling with pre-defined selling rules
• Ad Exchange for non-guaranteed inventory
• Advanced audience targeting techniques based upon behavior and geography
• Inventory lookup and forecasting across individual and partner sites
• Creative workflow automation and personalization
• Powerful rate card tools for improved yield management
• Filters for better controls around creatives
• Flexible and powerful APIs
• Federated ad call to support multiple ad formats

[via: Yahoo! Press Room]