Yahoo Inc on Sunday detailed plans for its forthcoming Web advertising management system that gives its ad sales-partners access to online ad space both on Yahoo and other major sites.
The widely anticipated system, known as AMP!, aims to simplify the process of buying and selling online ads for advertisers, ad agencies, fast-growing ad trading networks and Web site publishers.
The ad management system seeks to capitalize on Yahoo"s strength as a Web site publisher that reaches 500 million Web users monthly and recent efforts to sell ads off of Yahoo through major partnerships or specialized ad-sales networks.
The planned advertising system, formerly code-named Apex, is the lynchpin of the company"s strategy to reach outside its own base of users and increase its position as the "must buy" location for online advertisers.