Yahoo Unveils APT

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Yesterday Yahoo formally announced the launch of APT. The digital advertising solution that aims to "streamline the process of planning, buying and optimizing display advertising."

Yahoo's APT network will facilitate buying and selling advertising on a unified platform for publishers, advertisers, agencies, networks, partners and developers. The Web-based solution is a single platform for connecting digital advertising, including ad serving, ad network and ad exchange.

From the release: It is designed to streamline advertisers' ad-buying process for multiple accounts across multiple publishers, and enable creative testing and campaign optimization. It is also intended to help advertisers precisely yet easily identify audiences through geographic, demographic and interest-based targeting while enabling publishers to better monetize their content as well as making better connections across the Web.

The platform is rolling out in phases beginning with publishers the San Francisco Chronicle of Hearst Newspapers and San Jose Mercury News of MediaNews Group. Additional publishers will have access to the APT platform in the coming month and advertisers throughout 2009.

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