Not that kind of amp.

Yahoo has revealed news of a new online ad system intended to improve affiliate sales for graphical and other forms of premium advertising.

The system, dubbed AMP (formerly Apex), enables marketers to put ads on their sites, Yahoo sites, and sites participating in Yahoo's publisher network. Ads may target audiences by demographic profile, geography or online behavior, reports the New York Times.

AMP's functionality was conceived in a combination of technologies that Yahoo either developed or acquired. It is still several months away from a public debut.

Since delays dampened the launch of Yahoo's Panama platform last year, IDC analyst Rachel Happe observes things may grow "problematic" if Yahoo fails to launch AMP on time.

Publishers in Yahoo's newspaper consortium are slated to be AMP's first users.