Not being affected by Microsoft’s deadline to accept their offer, Yahoo! has gone ahead with its plans and is making what seems like last efforts to boost its online ad system. All this is happening amidst Microsoft trying to work out possible solicitation talks.

The New York Times has reported of Yahoo’s new ad sales system. The system has been on their list ever since February when the Interactive Advertising Bureau meeting was held. The system, which was called ‘the Advertiser and Publisher Exchange’ earlier, is now named AMP (Ad Management Platform). Yahoo! is hoping AMP will help Yahoo! and its partners boost the sale of graphic and other premium ads.

The NYT report stated that online ad selling done by Yahoo’s partner publishers in their own websites will be simplified by AMP. Also, AMP will be using focusing of ads through geo-targeting and behavioural analysis. All this seems close on the heels of AdSense.

Since the Interactive Advertising Bureau meeting, Yahoo! has targeted select group of publishers to be first ones to adopt the system. The publishers are from Yahoo’s newspaper consortium.

The Yahoo! Board has strong beliefs in the new AMP’s ability to get Yahoo! back to its position of an Internet biggie. The only thing that might be an issue is that they might be a little late in all this. So, will the AMP benefit Yahoo! or end up benefiting Microsoft?