'Yahoosoft' to change digital ad landscape

Share this content:
Microsoft to acquire Rapt
Microsoft to acquire Rapt

The impact of Micro­soft's proposed $44.6 billion deal to buy Yahoo holds huge repercussions for the search and online advertising community.

“We believe our combination will deliver superior value to our respective shareholders and bet­ter choice and innovation to our customers and industry part­ners,” said Steve Ballmer, CEO of Microsoft, in a statement.

No one from Microsoft or Ya­hoo returned calls by press time.

Last year, both of the firms acquired ad networks — Micro­soft bought AdECN and Yahoo bought Right Media — to improve ad serving capability. Microsoft also acquired digital marketer aQuantive. On the search front, both companies have long been unable to unseat Google, which according to Hitwise accounted for 66% of all US searches in January. Combined searches on Yahoo Search and MSN Search came to 28%.

“The ramifications of this kind of deal would be huge,” said Michael Gartenber, VP and research director at Jupiter Re­search. “The challenge is bring­ing the cultures together and integrating the technologies.”

Yahoo posted a 23.4% year-over-year revenue loss for Q4 2007. CEO Jerry Yang pledged to cut the company's 14,500 em­ployees by nearly 7%.

 

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above