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Wednesday, July 29, 2009
Today's 10-year alliance between Microsoft and Yahoo to combine forces on search and search advertising - mostly, having Microsoft supply Yahoo with search and ad platform - is a deal I've supported over the past couple of years (examples, here and here).
At the end of the day the deal is pragmatic. Many third parties have seen the advantages of scale in a Google-dominated world. One strong competitor is, in this world, more competitive than multiple ineffectual competitors.
The fact that it finally moved ahead and got done swiftly once things were back in discussions says a lot about the Level 5 leadership of a Carol Bartz: submerging the ego to move on with business. Nothing personal.
That is how we advertisers have felt. We know the power of the search ad platforms, and we know they'll work better for us with two main ones to deal with, not three. It isn't too much more complicated than that!
It's also better for automation vendors who have to work through the API's, I imagine.
One wrinkle is that Microsoft seemingly ended its bid to create a full analytics platform (Gatineau). Will this be revived? Will everyone just keep using GA? We'll post more on detailed marketing questions as we learn more.Labels: microhoo
Posted by
Andrew Goodman
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D'oh!
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