Yahoo may be in the middle of a fight for its future, but the company doesn't appear to be too distracted because even as it trades barbs with Microsoft, the internet giant is touting the virtues of a new ad serving platform, according to a story in The New York Times. 

Known as AMP, Yahoo first unveiled the display advertising platform at the IAB conference in February. Since then, the company has been working feverishly with a slew of publishing partners -- including many newspapers -- to make AMP ready by summer.

AMP, which is a product of technology Yahoo gained access to through its acquisitions of Right Media, BlueLithium and other companies, could give Yahoo a boost in its fight to retain leadership in display by allowing publishers to sell ads based on demographic profile, geography and online behavior. But to do that Yahoo will have to launch AMP fast and without the bugs and delays that plagued Panama, its last big ad serving platform.

In addition to pressure from Microsoft to sell, Yahoo also faces increased competition from Google in display, now that the search giant has completed its acquisition of DoubleClick.

Over the last few weeks, Yahoo has been aggressive about its new products. Following the launch of Shine, a new portal for women, Yahoo announced its plans to offer voice-powered search as part of its mobile play.