While online advertising grows in ad spend, and search marketing provides us with increasingly easier, more intuitive purchase and management processes, the process of online media buys is still very cumbersome. Yahoo says that its new AMP program will enable advertisers and publishers to do business with each other and their targeted audiences for an easier more streamlined media purchase, and according to Yahoo, “in a way that’s not possible with current solutions’.
According to Information Week, the AMP platform will provide online marketers with a more effective means to purchase buy search, display, local, mobile, and video ads across Yahoo’s properties and network. I do know that some major newspapers are gearing up for this new ad management tool from Yahoo but I’m reallynot sure how they are going to use it unless they are willing to change their model to that of an agency, and still they will be trying to .
And MSN has had the Atlas AdManager since the purchase of Aquantive. And what about Google’s new Ad Manager tool? How is it all going to fit together. What is the real difference? Then there is DoubleClick’s Dart for Publishers solution – owned by Google.
While this really is exciting, I think I’ve heard this promise before… Panama rings a bell. But I really like Yahoo for the lower cost conversions provided by its search network, and I would love to see Yahoo introduce something to resurrect the online advertising portion of Yahoo, and compete with Google, and give us online marketers something new to cheer about.
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