Yahoo! has released more details of its forthcoming online advertising system, which will make use of behavioural targeting.
The AMP! system – formerly known as Project Apex – aims to help online publishers in buying and selling advertising across search, display, local, mobile, and video platforms, and will offer partners tools to target ads according to the location, age and interests of consumers.
According to a press release from the company, the system will give publishers and advertisers access to Yahoo!’s own portfolio of websites in addition to more than 600 US newspapers, which are part of the Newspaper Consortium.
The first stage of Amp! will be rolled out to members of the Newspaper Consortium in the third quarter of this year, with plans to extend the service to additional publishers, advertisers, agencies, and ad networks into 2009.