Is APT from Yahoo! an ad network or a new exchange?
Think of it as a superset of the best of what’s offered by ad exchanges, ad servers and ad networks. It unifies the market—connecting all players on a single platform—and is designed to open up access to a massive amount of quality audiences and demand. It integrates and lets you manage multiple aspects of your business in a single system—from guaranteed and non-guaranteed ad serving to the seamless integration of audience insights. It makes innovations, such as the ability to cross-sell and create new value, a core of the platform. The platform is not by any means an ad network, but the Yahoo! Ad Network will be one of many ad networks that will use this platform to buy and sell media.
