Yahoo Ditches its AMP; More APT to Go Acoustic

Back in April we reported on Yahoo’s planned AMP advertising platform. Yahoo has now officially launched the platform, but has apparently decided that “AMP” didn’t quite make the cut as a cool brand–so it’s changing the name to “APT” instead. (yeah, I don’t know either)

The official press release spares no enthusiasm:

As a Web-based solution with the potential to allow unprecedented ease of cross-selling across the largest open network of publishers, advertisers, ad networks and agencies from a single integrated interface, APT is a single platform for connected digital advertising, including ad serving, ad network and ad exchange. It is designed to streamline advertisers’ ad-buying process for multiple accounts across multiple publishers, and enable creative testing and campaign optimization. It is also intended to help advertisers precisely yet easily identify audiences through geographic, demographic and interest-based targeting while enabling publishers to better monetize their content as well as making better connections across the Web.

Google Moderator Launches, Raising the Question: “Are Google Engineers Bored With Search?”

By allowing its engineers to spend 20% of their work week on projects that interest them, Google is able to tap into the many talents of its employees. The latest “20% project” to get released into the wild is Google Moderator.

While Matt Cutts didn’t work on the project, he does offer a simple explanation of what Google Moderator does:

What does Google Moderator do? When we have tech talks or company-wide meetings, it lets anyone ask a question and then people can vote up the questions that they’d like answered.

You can see a screenshot below.

OK, so this is kind of cool. I could see where this might come in handy–like once a year, or something. What concerns me is this.

Why this Post Might Cost Me $40,000

2012 Games

The Games of Twenty Twelve

London 2012

Summer Games

Any of the above phrases could land me a $40,000 fine, if Marketing Pilgrim were based in the United Kingdom. You see, the Olympics Act of 2006 specifically bans the use of terms such as:

…2012, games, gold, silver and bronze in combination except by those who are official sponsors of the Olympic Games and allows the Games’ authorities to control advertising around the venues used in the Games.

The law is so restrictive, you can’t even use "Summer 2012" in any of your advertising.

The law means that advertisers cannot use any two of the following terms together: ‘Games’, ‘Two thousand and twelve’, ‘2012’ and ‘Twenty twelve’. Neither can they use one of those terms in conjunction with any of: ‘Gold’, ‘Silver’, ‘Bronze’, ‘London’, ‘Medals’, ‘Sponsors’, ‘Summer’. Breaking the terms of the Act could result in a £20,000 fine.

Help Me Win – Donate with New MySpace Widget

Social networks are a great way to raise money for good causes. Just look at Nie Recovery – the family’s plight made national news because bloggers banded to raise money for a family they had never met.

MySpace and PayPal are using a new widget to help nonprofits gather donations on social networks.

To participate, go to and create a customized widget that can be virally copied and replicated on anyone’s MySpace page.

MySpace: “We’re proud to work with PayPal to democratize philanthropy and show the power of small donations to drive big results.”

The MySpace IMPACT Channel page is at

I’ve been working with uPlej – another company that is helping to democratize philanthropy by getting people to pledge under $5 a month to a wide list of charities.

Linky Goodness, September 24

I know I’m probably the only one, but since I’ve gotten used to WP 2.5+, I now find myself racing to fill in the title before it generates the post slug. Silly, I know, but DARN September for having such a long name!

Google Gearing up for Birthday Celebration

Google’s getting on in years. It’s gotten to the point where they’re not quite sure of their own birthday. Once upon a time, it was September 7, but it’s since migrated to September 27. (That’s okay. It happens to the best of us.)

To celebrate the bit 1-0 this week, Google has launched a site dedicated to its tenth birthday. The site features Google trivia and milestones, as well as an interactive timeline of Google history:
google tenth birthday timeline

Google Maps is also in a festive mood with the Street View guy:
google maps birthday party guy holy toledo, oh
(‘Member when he dressed up for the Fourth?)

And as if those weren’t enough celebrating, Google’s spreading the love with Project 10100. The project is designed to provide funding to ideas that help people:

DIY Ad Targeting from MySpace

myspace diy ad targeting programYet another way for a social network to monetize itself—MySpace is launching a do-it-yourself ad targeting program. Currently in beta at, the program is designed to help MySpace advertisers promote their business or their music.

The ad program runs on a CPC basis with a minimum $0.25 bid ($25 campaign minimum). The program enables advertisers to target MySpace users based on gender, age, region, city/state, and interests. Naturally, as there’s nothing new under the sun, this brings to mind Facebook’s own ad targeting program. Indeed, this may not be terribly different, other than the fact that MySpace has more users (yes, still).

According to Social Times, the banner ads can be either 728×90 or 300×250 and MySpace provides several templates if you don’t have one of your own. The interest-based targeting is somewhat limited: