09. November 2011
Microsoft Corp., Yahoo, and AOL are some of the most renowned companies that played a significant role in the modern Internet and Telecommunication. These companies have recently agreed to partner, announced on November 8, 2011, to fight against the top listed Google and Facebook that gained popularity much then them in the past few years, according to the Microsoft’s News Release.
According to the agreement, the three companies have the right to access the online display inventory of one another. Within next year, the three companies will join in each other’s real-time bidding technologies. As a starting, they will access using Microsoft Advertising Exchange, Yahoo Right Media Exchange, and AOL’s exchange technology. The partnership should increase the demand of the display advertising offerings of the three companies as well as provide better return to the publishers and advertisers.
Facebook acquired the top place in display advertising revenue from Yahoo in 2011 and its percentage increased to 17.7 percent from 12.2 percent. At the same time, Google increased from 8.6 percent of the market to 9.3 percent. On the other hand, Microsoft Corp, Yahoo and AOL’s share markets are decreasing, According to the reports of the iStockAnalyst.
“We’re thrilled to partner with Microsoft and AOL and bring to market what we believe will be a more efficient, effective and more effortless way to access true premium inventory and formats,” said Ross Levinsohn, the executive vice president of Yahoo in America. He also added, “There has a been a significant shift in how inventory is bought and sold, and we’re now 100 percent focused on controlling our own destiny, working directly with marketers and agencies and driving better returns for our advertising partners.”
The three American companies also agreed that their sales terms would be unchanged and they will ‘actively compete’ for the publishers and the advertisers for their own unique products. It can be considered that partnership would surely improve the worldwide internet and would help the companies.