AdAge reports that Yahoo!’s APT platform is helping newspapers do a better job of selling display advertising online:
Cox Newspapers’ Atlanta Journal Constitution has sold targeted online ads for five years, but it didn’t have enough inventory to carve up. The audience slices it offered were often too small even for local advertisers. Joining the Yahoo partnership tripled its inventory to cover 70% of the Atlanta area — enough to let the paper successfully chase fast-food-franchise and telecom accounts previously devoted to broadcast and outdoor, according to the paper.
As the quote suggests newspapers can now compete with local TV and sell greater reach through Yahoo in addition to selling BT:
Hearst Newspapers is getting traction with the system and extra inventory from Seattle, where SeattlePI.com has outlasted the Post-Intelligencer in print, to Houston, where the Chronicle just started using the Yahoo platform on May 1. The papers have been able to win some spending from marketers’ radio and TV budgets, charging 15% premiums or more for the behavioral ads they sell, according to the company.