Some media buyers and Yahoo! rivals doubt whether Yahoo!'s new Web-based APT system will set the new standard for buying and selling ads online, amid so many competing exchanges, according to this article. "I don't think this is terribly revolutionary," said Carrie Frolich, managing partner, digital practice lead, MEC Interaction. "It's great if someone can solve [these issues]. It's not great if there are 10 companies doing it. As a publisher, are you going to sign up for six different exchanges?"