Just before Microsoft announced its bid to acquire Yahoo in February, Yahoo held a quarterly earnings call with analysts. On that call, president Sue Decker essentially promised that a new Yahoo brand-advertising buying tool, codenamed "Project Apex," would finally turn around the company. In like 10 months or so. In April, we heard that the project was underfunded and going nowhere. Instead of putting, say, more engineers on the project, Yahoo marketers decided they needed to "awesomize" Project Apex in order to wow investors and stave off Microsoft. They changed the product's name to Yahoo AMP and even released a video, embedded above. It's back to the "awesomizing" table, Yahoos, because AMP needs a new name.

Turns out online ad network operator Collective Media has already put an online advertising dashboard on the market, and yup, it's called AMP. Our tipster, who says he's a Yahoo shareholder, complains:

It shows just how desperate these guys are to get SOMETHING, ANYTHING out the door. I mean who doesn't do their due diligence before launching something that's going to "revolutionize the way media is bought"?

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