| Microsoft vs Yahoo – A different look |
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| Written by Sachin Devand | |
| Tuesday, 08 April 2008 | |
Microsoft vs Yahoo – A different look
If you have been keeping up with what is going on between Yahoo and Microsoft you might be wondering what the future holds for Yahoo. With time running out on Yahoo, no one knowing what first quarter numbers would look like for Yahoo, can it overcome the takeover bid from Microsoft. If they cannot come up with a plan for the shareholders they might lose credibility with them. At the same time Microsoft has threatened Yahoo that they would go directly to the shareholders, fire the existing board and get a new one. In a desperate attempt, Yahoo announced their self service advertising platform for advertisers and publishers called AMP. So is this game over for Yahoo or could there be a silver lining to this cloud. The Microsoft-Yahoo merger is not the best thing that happened to Yahoo. A merger between the two companies might not be a best fist. Even though they are trying to do similar things the two companies are too different and a merger might not bring out the best in the two. Here is an alternate and it just might be that Yahoo, between its silences, might be working towards. A merger between Yahoo and AOL might be a very good thing for both the companies. Both the companies are quite alike and have similar goals. Both are trying to find the best strategy for gaining online presence. Both companies are trying to gain a piece of online advertising pie. They are both trying to compete with Google to steer away their advertisers and publishers. Here is what Yahoo and AOL are to gain should a Yahoo-AOL merger go through. Following are some of the ad networks owned by AOL and their rank in terms of audience reach: 1. Advertising.com (Ranked 1) 2. AOL Media Network (Ranked 8) 3. AOL (Ranked 13) 4. Tacoda – A behavioral network ad network which has a pretty good reach (not ranked here). Yahoo on the other hand has the following ad networks: 1. Yahoo network (Ranked 2) 2. Yahoo web site (Ranked 14) Combined properties of Yahoo and AOL would be a good adversary for Google, at least a better one than Yahoo-Microsoft. The only assumption is that Yahoo-AOL can get their acts together quickly and leverage these properties. Recently both Yahoo and AOL have been acquiring a bunch of small to medium companies in online advertising space. All of these put together are a very strong portfolio of advertising tools. Yahoo might be pushed towards doing a deal with AOL and this just might be the silver lining that could make these two companies and put them back on the advertising map.
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| Last Updated ( Thursday, 31 July 2008 ) |
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