Yahoo launches major upgrade to display ad system

The new platform, renamed Apt from Yahoo, is the company's latest bid to emerge from the shadow of online search industry leader Google Inc.

Yahoo announced Apt Wednesday amid the Advertising Week conferences in New York. The system plays to Yahoo's strengths in graphical display ads and technology for targeting ads to users' interests.

The new platform will initially involve Yahoo's 2-year-old consortium with newspaper companies.

Company President Sue Decker says Apt should position Yahoo to capture growth in display advertising following several years of focus on search.