Yahoo! launches online ad property with newspapers

Editor & Publisher reports that Yahoo! unveiled APT, its new advertising management platform, earlier today.

For the 784 newspapers involved in the Yahoo alliance, AMP gives publishers the opportunity to sell into Yahoo local inventory (say Yahoo San Francisco) and for Yahoo to bring national advertisers across several newspaper properties. APT's big selling point is its ability to target advertisers, known in online parlance as behavioral targeting (BT).

According to MediaNews Group CEO Dean Singleton, one of the benefits of the plan will be ad pricing. He says the amount newspapers charge for certain ads could triple now that the ads are more targeted.
He also expects to see more business from some advertisers who have been hesitant to use newspapers in the past.

Click here to read more.