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MSFT, AOL, And YHOO Working On API’s For Easy Buying Premium Digital Ads; Apple Inc. (NASDAQ:AAPL) Launches Updated iMac

Written by on September 24, 2013

AOL Inc. (NYSE:AOL), Microsoft Corporation (NASDAQ:MSFT) and Yahoo! Inc. (NASDAQ:YHOO) have settled to streamline access to premium ad inventory for advertisers through making technical specifications standardized for finest programmatic digital advertising sales. The tech companies declared that they will work jointly on a set of application programming interfaces, or APIs. It will make the process easier for buying premium digital ads. They will provide the API specifications in the coming months.

Previously, manual sales processes have constrained the buying and selling of premium ads. The companies have noted that the lack of common specifications led to the growth of the online media business. The companies added that the alignment around a set of API specifications will match current direct sales channels and eliminate hurdles for advertisers who want to buy and publishers who want to sell goods programmatically. Microsoft Corporation (NASDAQ:MSFT) shares were off -0.76% to $32.49 in current session. Yahoo! Inc. (NASDAQ:YHOO) shares were up 3.68%, at $31.38 in current session. AOL Inc. (NYSE:AOL) shares were up 0.40% to $35.09 in current session.

Rik van der Kooi, Microsoft advertising corporate vice president said that they expect this approach to be both “publisher friendly” and “advertiser friendly”. It will deal with the challenges and deficiencies that make it tough to balance big brand buys on the internet. He further added that they believe that it will serve as a means to undo restricted demand for premium publisher offerings and would assist to boost the migration of offline media spend to online.

Last month, AOL settled to purchase video advertising platform Adap.tv for $405 million in cash allowing its stock to enlarge its presence in the digital video space. The company’s advertising revenue rose 6.9% to $361.2 million for the second quarter. In recent trading, AOL shares were higher by 31 cents to $35.26. Yahoo shares have surged by 1.6% to $30.75. Microsoft shares were off by 25 cents to $32.48.

Blackberry Ltd (NASDAQ:BBRY)’s market share have fallen due to its over complacency which disabled it to see the threat posed by Apple Inc. (NASDAQ:AAPL)’s iPhone and Google Inc (NASDAQ:GOOG)’s Android platform. Apple Inc. (NASDAQ:AAPL) launched an updated version of the iMac, which features expanded video memory, faster performance, and up to 32 gigabytes of memory with a slim design, according to the company.

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