- Brian Morrissey

NEW YORK While reports swirl that Yahoo! is in negotiations with Microsoft to combine operations, the company continues to plow ahead with its effort to present a credible alternative in the race to build an ad platform.

The Sunnyvale, Calif., company is rolling out an ad platform called AMP, formerly known internally as Apex, in the second half of the year. It's betting it can combine its publisher experience, ad-network assets and tech know-how to compete with the wide-ranging platforms offered by Google and Microsoft. Yahoo!'s consortium of 600 newspapers will be the first to use AMP, but the company plans to open the system to any publisher, advertiser, agency and ad network.

"There are so many pain points to identifying the consumer you want to reach across the Web and so much complexity, it consumes a lot of energy," said Hillary Schneider, evp of global partner solutions at Yahoo!.

Like Microsoft and Google, Yahoo! hopes to deploy technology to simplify and automate the process of buying, placing and tracking online ad campaigns. All three contend that for the online ad industry to continue its strong growth, the buying process must be easier.

Microsoft and Yahoo! remain locked in a standoff over Microsoft's proposed $42.2 billion takeover. On Saturday, Microsoft sent Yahoo!'s board of directors a letter demanding it negotiate within three weeks or face the prospect of Microsoft taking its proposal directly to shareholders and moving to oust the board. Yahoo! responded this morning with its own letter, stating it is not opposed to a transaction, only the current offer does not reflect the company's true value. It calls Microsoft's threat to wage a proxy contest "counterproductive."

The current inefficiencies are caused by old systems, said Michael Walrath, svp of the advertising marketplaces group at Yahoo!. "The size of Yahoo!'s publishing business and network business give us a really big advantage because we deeply understand these problems customers face on a daily basis," he said.

The platform will squarely compete with Google and Microsoft's efforts to build wide-ranging ad systems to provide advertisers, agencies and publishers with an array of tools. In February, Microsoft publisher and advertiser solutions unit president Brian McAndrews said he believed only Microsoft and Google had the resources and scale to have complete offerings.

Walrath disputed the idea that Yahoo! could not compete. "We've been in the ad-management business as long as anyone," he said.