According to a letter sent by Jerry Yang to reject Steven Ballmer’s offer, Yahoo had also announced an Adsense like Ad Sales System, called AMP (Ad Management Platform).
Yahoo AMP was being debated since February during the Interactive Advertising Bureau meeting. The Shareholders were not convinced that the system would work, and Yahoo was trying to tell them otherwise.
As far as it seems, the AMP will simplify online ads selling by Yahoo’s partner publishers in their own websites. Yahoo’s AMP will have Ads focusing in geo-targetting and behavioral analysis, something that is not currently included in YPN, or Yahoo’s Publisher Network.
In Yahoo’s AMP press release it said the following:
The AMP! platform will ultimately help marketers buy across search, display, local, mobile, and video inventory - all from a single, integrated interface. It will have the ability to deliver highly relevant advertising to consumers across the entire Web, driving better results for marketers.