Yahoo's Bartz: Apt Ad Platform Was 'Over-Promised'
When Yahoo unveiled a new local ad sales relationship with AT&T earlier this week , it made no mention of Apt, even though the display ad platform will be the backbone for the relationship
When Yahoo unveiled a new local ad sales relationship with AT&T earlier this week , it made no mention of Apt, even though the display ad platform will be the backbone for the relationship
When Yahoo unveiled a new local ad sales relationship with AT&T earlier this week, it made no mention of Apt, even though the display ad platform will be the backbone for the relationship. Why, when it was at the heart of Yahoo’s plans for the future less than one year ago? Remember Yahoo’s Advertising Week launch party featuring Mad Men star Jon Hamm?
During the company’s Q2 earnings call, CEO Carol Bartz explained why Apt appeared to be playing a smaller role in Yahoo’s external communications.
“Apt was over-promised,” she said in response to an investor’s question. “Both the advertisers and our own sales people have to do a lot of steps just to pass the information between…systems.”
But she insisted Yahoo is not backing away from the product. “Apt is a large part of making buying easier,” she said. “It’s got great architecture. It’s just got to get through some more releases.”
More about:
Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceThe Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to succ...
View resourceMaking forecasts and predictions in such a rapidly changing marketing ecosystem is a challenge. Yet, as concerns grow around a looming recession and b...
View resourceEight fresh launches this week — spanning viral food mash-ups, brand reinventions, and nostalgia-fueled creative. Read More...
View articleA J.Crew storefront sign in New York City. From Ivy League Catalogs to Chapter 11 A Preppy Phenomenon Is Born J.Crew launche...
View articleAs healthcare apparel evolves beyond basic uniforms to premium lifestyle products, FIGS leads with purpose-driven branding and global ambitions—but me...
View articleRetailers are building media empires, creators are becoming sales channels, and brands that connect the two are redefining how products get discovered...
View articleA Holistic Approach to Measuring DTC Success Beyond Amazon Read More...
View articleAdobe’s 2024 results showcase the power of subscriptions, but the model’s challenges are prompting businesses to rethink how they deliver value and re...
View articleEven retail giant Amazon needs a little Hollywood magic during the holiday season. Read More...
View articleCannes Lions, where the advertising world's most daring minds gather to redefine the rules of engagement. This year, a new creative order has emerged,...
View article
Leave a Reply
You must be logged in to post a comment.