Bring me that APT ASAP

Yahoo has unveiled APT, the new ad buying platform that was developed in part by members of its Newspaper consortium. The platform will allow for display ads to be managed across the web through a single interface and let buyers secure placement on any number of sites in one fell swoop.

Unless I’m wrong, this is the 17th (only a slight exageration) “simplification” of their ad platform that has been announced by Yahoo in the last two years. That says to me they either A) Had an incredibly complex system to begin with that has needed so many revisions or B) They’re making this up as they go along.