Yahoo’s (NSDQ: YHOO) long-tested contextual ad and targeting service—initially dubbed Apex, then AMP last April—needs another name. ClickZ reported that because ad network operator Collective Media unveiled its own AMP product (for Ad Management Platform) two weeks before Yahoo issued its name change, Yahoo agreed to drop its hold on the title.

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On April 7, the same day that Yahoo announced AMP, Collective Media filed for a federal trademark for the name. That company had been using the name, but had not yet filed for trademark protection on it. Collective, which powers the New York Times-backed national newspaper alliance quadrantOne, did not return calls seeking comment. A Yahoo rep told us: “In the interest of creating a distinctive brand identity for Yahoo’s unique platform and future roadmap, we will bring it to market with a new name—even though we believe we were justified in our use of the name AMP from Yahoo, we chose to enter into an agreement with Collective Media.”

About 60 newspapers in the Yahoo Newspaper Consortium are beta testing an ad sales program based on DMA-targeted Yahoo inventory. This already allows members to aggregate inventory and gain a larger reach. Once the rechristened AMP is live, the transactions will be managed by that new platform.