Yahoo's Bartz: Apt Ad Platform Was 'Over-Promised'

  |  July 24, 2009   |  Comments

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."

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • SEM & Product Listing Ads (PLA) Manager
      SEM & Product Listing Ads (PLA) Manager (Zappos.com) - Las VegasZappos IP, Inc. is looking for a SEM & Product Listing Ads (PLA) Manager! Why...
    • Senior Product Listing Ads (PLA) Coordinator
      Senior Product Listing Ads (PLA) Coordinator (Zappos.com) - Las VegasZappos IP, Inc. is looking for a Senior Product Listing Ads (PLA) Coordinator...
    • Sales Planner
      Sales Planner (Verve) - Los AngelesJob Information:   Planners at Verve are responsible for supporting all of the ad sales team’s pre...