I'm wondering what IDC folks think about Yahoo AMP:<br><ul><li><a href="http://www.readwriteweb.com/archives/yahoo_amp_unveiled_advertising.php">http://www.readwriteweb.com/archives/yahoo_amp_unveiled_advertising.php</a></li>
<li><a href="http://www.fool.com/investing/general/2008/04/07/yahoos-amp-goes-to-11.aspx">http://www.fool.com/investing/general/2008/04/07/yahoos-amp-goes-to-11.aspx</a></li><li><a href="http://biz.yahoo.com/bw/080407/20080406005050.html?.v=1">http://biz.yahoo.com/bw/080407/20080406005050.html?.v=1</a><br>
</li></ul>I think it's a pretty significant move - and as Josh states, it sounds relevant with the Open Advertising Network idea I discussed on <a href="http://www.readwriteweb.com/archives/plan_b_for_microsoft_split_up_the_advertising_atom.php">http://www.readwriteweb.com/archives/plan_b_for_microsoft_split_up_the_advertising_atom.php</a> - that's why I like it even more. (BTW don't confuse this open ad network model with OpenX.org - they are totally different; more info available at the end.)<br>
<br>But it's not enough. We need a big open ad inventory - which will become the basis of future advertising mashups and a fully efficient model in which everyone can participate as a parameter provider and/or middle-agent. Yahoo or Microsoft won't do that by themselves, it's not in their best interests yet, but we can start thinking what we can do about it.<br>
<br>--<br><br><b><a href="http://www.readwriteweb.com/archives/plan_b_for_microsoft_split_up_the_advertising_atom.php">http://www.readwriteweb.com/archives/plan_b_for_microsoft_split_up_the_advertising_atom.php</a></b><br>
<br><b>With this model, a web page that consists solely of a Flash game is not
stuck with Google's "contextually relevant" option. It can mash up a bunch of
parameters, or get help from 3<sup>rd</sup> parties and choose the best
option for itself.</b>
<p><b>As shown above, this creates a whole new economy for parameter providers. It
also opens new doors for 3<sup>rd</sup> parties for matching inventory with
providers, mashing them up, analyzing and finding the best solutions for
advertisers and publishers. It would also enable advertisers to make bids by
filling out some XML files and allow the best ad to be displayed on particular page in the best way for a particular
visitor.</b></p><br clear="all"><br>-- <br>Emre Sokullu<br>650.521.4745