The Yahoo AMP (Advertising Management Platform) is about to change the face of buying and selling ads online. Formerly known as Project Apex, Yahoo AMP will help advertisers, publishers and intermediaries communicate swiftly and effectively, eliminating phone calls and long wait times.

The buying and selling of large blocks of ad impressions has long been an inefficient process. Advertisers, publishers and intermediaries not only spend much time online searching for fragmented information, but also spend an inordinate time on the phone wheeling and dealing.

The point of Yahoo AMP is to streamline this process, making it more transparent, more effective and help generate money for all parties involved. Advertisers, ad networks and agencies will be able to buy space and impressions across all Yahoo properties, the 600 online newspapers that are currently signed up plus many smaller, niche publishers who are currently a part of the Yahoo Publisher beta program as well.

Publishers will benefit from new inventory management tools, more control over delivering relevant advertisements, linking directly with advertisers and as a robust replacement for current ad management software. Increased revenue for publishers is also one of the key selling points of the Yahoo AMP system.

With the Google Ad Manager beta application being unveiled three weeks ago, the Yahoo AMP announcement was timed to take some thunder away and tell the masses that the world’s number 2 search engine is still a player in the online advertising market. From what has been announced so far, Yahoo AMP looks to be more robust than the Google offering, but we’ll also have to wait and see as more details unfold if this is an accurate assessment or not.

Filed under: Yahoo