Advertising Roundup: Yahoo Ad Platform Underwhelms, ISPs on Good Behavior, and More

Yahoo’s ad platform not quite so APT — Yahoo is calling its new ad platform a “seminal moment in the industry.” The industry, meanwhile, begs to differ. MediaWeek’s Mike Shields reports that buyers and sellers consider APT underwhelming at best. [Source: MediaWeek]

Broadband ISPs won’t target ads without consumer opt-in — AT&T, Verizon, and Time Warner Cable don’t currently use behavioral targeting to push ads at subscribers, but they’ve promised before the Senate that when they do, they’ll ask permission first. They’re hoping if they play their cards right, Congress will let the industry self-regulate. [Source: paidContent]

Marketers want to live more dangerously — Given what’s going on with the financial markets, most industries are understandably shying away from excess risk. Not in marketing. A new study claims that what marketers are really itching for are “riskier marketing strategies.” Good luck with that. [Source: MediaPost]

The advertising forecast for 2009 — “Even with all the economic pressures, the world continues to move at warp speed,” says AdWeek’s Nick Brien. On that note, he offers seven predictions for the coming year: Among them, Brien sees a shift to data-driven decision making, with Microsoft and Google merging “the science of technology with the art of creativity.” That is, if an anti-trust lawsuit doesn’t get in their way. [Source: AdWeek]