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Main > Archives > 2008 > April > Yahoo's AMP Turns Up the Volume

Tuesday, April 08, 2008

Yahoo's AMP Turns Up the Volume

Yahoo announced its all-in-one advertising platform AMP, and while it does commoditize the ad selling process, it will be good for the industry.

Yahoo is working with newspaper publishers to streamline the buying process across websites, and this will help to lower the cost of advertising. This is good because the return from display advertising is still too low when compared to other media.

AMP will work with other ad networks and dilutes the value of the sales person. This makes differentiation tougher, but every advancement includes some compromising.

Yahoo is making good moves with first Panama, and now AMP. Selling out to Microsoft is a bit premature with technologies to significantly enhance revenue around the corner.

Also, putting more pressure on Google is a good thing as competition breeds innovation.

By John Gartner at 09:52 AM | Comments (0)

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