Don’t worry, Yahoo isn’t aiming too high or anything. Yahoo President Sue Decker told the IAB that they’re only “trying to revolutionize the online advertising industry.” Oh good. It’s not like Ms. Decker has never said anything unfortunate before.
Decker describes the exchange:
We are building a cutting edge ad platform that runs across all formats, whether it is search, display, video. It is capable of harnessing the power of Yahoo and the power off Yahoo. But it will also take advantage of emerging formats like mobile, all in an easy to use system.
The New York Times rightly points out that this is likely an outgrowth of Yahoo’s acquisition of Right Media last year, and will put them in direct competition with Microsoft’s aQuantive and Google’s DoubleClick (pending EU approval of the merger, of course).
This week’s announcement, however, is not a launch. Apex is apparently in development and will “involve many releases over several years.” Yahoo aims to consolidate many of its purchases in the online advertising arena and streamline online advertising for advertisers and publishers.
Oh, Yahoo. Why do I not really believe that this will happen the way you say it will? Sad.