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Yahoo Launches New Ad System

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Yahoo launched a new ad system for its 600 + member consortium of newspaper partners this week. Dubbed AMP, the technology promises to let newspapers sell into Yahoo. AdAge is reporting that 15 members tried the new system and found it increased reach for their advertisers dramatically and that Yahoo will extend the test to more partners shortly. Meanwhile, one has to wonder how the looming Microsoft bid to purchase Yahoo affects this new technology. After all, Microsoft has its own massive ad network. How much confidence or commitment can partners have in a new Yahoo roll out until the MS/Yahoo standoff is resolved?

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