Function Media, L.L.C. v. Google, Inc. et al

Filing 79

MOTION for Protective Order Barring Discovery of Non-Accused Products by Yahoo!, Inc.. (Attachments: # 1 Decl. of Jeffrey G. Homrig ISO Yahoo!'s Motion, # 2 Exhibit 1 to Homrig Decl., # 3 Exhibit 2 to Homrig Decl., # 4 Exhibit 3 to Homrig Decl., # 5 Exhibit 4 to Homrig Decl., # 6 Exhibit 5 to Homrig Decl., # 7 Exhibit 6 to Homrig Decl., # 8 Exhibit 7 to Homrig Decl., # 9 Exhibit 8 to Homrig Decl., # 10 Exhibit 9 to Homrig Decl., # 11 Exhibit 10 to Homrig Decl., # 12 Text of Proposed Order Granting Yahoo!'s Motion for a Protective Order)(Lumish, Douglas)

Exhibit 6

Yahoo Rolls Out More Details About APEX/AMP

Page 1 of 6

SEARCH NEWS, COLUMNS, FEATURES First Time Visit? Start Here!
Home News Features Columns How

To & Feeds Only

Newsletters Members Events

Community About

Us

Be a Search Engine Land member & get express commenting, library access, videos & more... MEMBER LOGIN >|BECOME A MEMBER > Apr 7, 2008 at 7:57am ET by Greg Sterling

Yahoo Rolls Out More Details About APEX/AMP

In articles on the NY Times and Wall Street Journal sites this morning, more details are surfacing about the intended Q3 rollout of Yahoo's new ambitious, integrated ad platform -- what President Sue Decker previously called "APEX" (advertiser-publisher exchange) and is now apparently being called "AMP." The idea is to allow Yahoo and its partners -- initially the members of the newspaper consortium -- to sell ads on each others' sites and throughout the network. The ads will at first be CPM-based graphical ads. Eventually the system will encompass the full range of ad types and formats, including video, search, and mobile advertising. It will also bring the full range of targeting capabilities to marketers across those formats and participating properties. According to the WSJ: Yahoo executives said they expected to begin releasing AMP in the third quarter for use by newspaper companies that are part of an existing Yahoo ad-sales consortium, and eventually extend it to additional Web publishers, advertisers, agencies and online-ad networks. The company said the system, in a future stage, will handle ad types besides display, such as search, mobile and video. With the AMP system, Web publishers are expected to be able to manage the ads on their sites, as well as sell ads on behalf of other participants in exchange for a commission. Advertisers could buy online ads across a range of sites using standardized geographic, demographic and other targeting. The AMP platform capabilities and vision are impressive. However, lurking in the background is the proposed acquisition of Yahoo by Microsoft. My sense is that Microsoft very much believes that AdCenter is superior to Panama and is likely to be equally skeptical about the claims regarding the new platform. If the merger happens, therefore, it casts doubt on whether Yahoo will ever be fully "AMP'd."

http://searchengineland.com/yahoo-rolls-out-more-details-about-apexamp-13709

3/31/2009

Yahoo Rolls Out More Details About APEX/AMP

Page 2 of 6

Greg Sterling is a Contributing Editor at Search Engine Land, and writes a personal blog Screenwerk, examining the broader world of media and advertising. He also posts at a Local Mobile Search, which is focused on the mobile Internet. See more articles by Greg Sterling >

Share, Bookmark & Discuss This Article More: ShareThis

Keep Updated: News Via Email | News Via RSS Feed | News Via Twitter

See more stories like this in the Members Library! Check out the Yahoo: Display Ads, Yahoo: Partnerships, Yahoo: Publisher Network, Yahoo: Search Ads, Yahoo: SmartAds sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits! Comments are closed.

TODAY ON SEARCH ENGINE LAND TOP STORIES Back Google's Clock With Retro Links Script `09 Yahoo Search Update Google: Some AdWords Ads May Exceed Character Limit
Turn March

See All » SEARCH NEWS BRIEFS Search To Close Up Shop PPC And Search Gain In Q4, FY08 Online Ad Revs At $23B Microsoft Kills Encyclopedia Encarta
Wikia IAB:

See All »

FEATURES & ANALYSIS Google Shot Microsoft After It Took A Knife To A Gunfight Google Wonder Wheel & Other Search Refinement Features Get Live Test Google Implements `Orion' Technology, Improves Search Refinements & Adds Longer Snippets
How The

http://searchengineland.com/yahoo-rolls-out-more-details-about-apexamp-13709

3/31/2009