Yahoo! Inc. today announced intentions to bring to market AMP! from Yahoo!, a new advertising management platform designed to significantly simplify the process of buying and selling ads online.

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. It will provide a suite of tools that easily allows precise geographic, demographic, and interest-based targeting across a vast network that includes Yahoo! owned-and-operated inventory and more than 600 U.S. newspapers in the Newspaper Consortium. An open platform available to any participant, AMP! will ultimately include Yahoo!’s network of premium publishing partners, agencies, ad networks, and thousands of other smaller publishers from across the web.
Yahoo! has invested significantly in the AMP! technology platform. Designed based on extensive analysis of the inefficiencies that currently constrain the industry, it is being built by an extensive team of engineers, product managers and strategists, and user-interface design experts deeply familiar with the online advertising industry.
More details on the Yahoo! Amp site.

Yahoo! tries to still pretend its business as usual and the company is moving forward. Microsoft sent this weekend a letter that puts the Yahoo! management under pressure to react to their acquisition offer or else.