Yahoo! announced a new ad management platform, that it hopes will “AMP” up online and mobile advertising.  The company said its new AMP platform will “significantly simplify the process of buying and selling ads online…by providing an integrated, Web-based solution that allows unprecedented ease of cross-selling across a large ecosystem of buyers and sellers.”

The AMP platform was designed  based on “the inefficiencies that currently constrain the industry,” according to Yahoo!. The company recently previewed AMP for members of its Newspaper Consortium.

AMP! will roll out in phases beginning with members of the Newspaper Consortium during the third quarter of this year. Yahoo! plans to extend the platform to additional publishers, advertisers, agencies and ad networks through the rest of 2008 and into 2009.