Yahoo’s latest development in ad serving

Yahoo is working hard to keep up with the advertising juggernaught of Google. A recent presentation by Jerry Yang, Chief Executive, and Sue Decker, President, of Yahoo at the Interactive Advertising Bureau's convention this week was about Yahoo’s latest advertising system called Apex (for Advertiser Publisher Exchange). Apex is the culmination of Yahoo’s plans to bring together its group of ad network businesses with its in-house systems. Ms. Decker said that Yahoo through Apex Yahoo was "attempting to transform the online advertising industry."

It is a clear statement of intent to remain in competition with Google’s acquisition of DoubleClick and Microsoft’s acquisition of aQuantive.