Yahoo AMP Ups the Ante for Microsoft

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Microsoft has given a three week deadline for Yahoo to accept the buyout proposal, or things are going to get nasty. In response, Yahoo unveiled their plans for AMP - a Web-based system to buy online ad space across some 600 newspapers and other sites, said to be available by July.

The new ad system is designed to let publishers find available ad space on their own sites for advertisers, in newspapers or on other sites when no space is available. The name of the game here is speed. AMP's Web interface allows publishers to see their own available ad space, combined with others' to offer the ability to quickly and easily fill space and get Web impressions without needing to contact multiple publishers and other outlets. Yahoo says the system allows for competitive bidding, and behavioral, demographic and geographic targeting.

Microsoft has approached the buyout of Yahoo as a way to better compete with Google in the online ad space. Google already has a newspaper ad service in place - PrintAds allows those advertisers buying contextual Web ads to also place ads in daily and weekly US newspapers. The timely announcement of Yahoo's plans could raise the bar and force Microsoft to up their bid for Yahoo.
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