Internet major Yahoo has come up in alliance with Microsoft and AOL to counter the ever increasing dominance of Facebook and Google in the World Wide Web.
This would allow each of them to sell each other’s unsold ad inventory for large display units.This would broaden the potential reach of brand advertisers looking for premium inventory
Rik van der Kooi, corporate vice president of the Microsoft Advertising Business Group characterized the partnership in a statement as a “rising tide that lifts all boats.†He also welcomed other players in the industry to the alliance.
Both Facebook and Google Inc are expected to increase their share of online display advertising in the United States in 2011 by 9.3 per cent and 16.3 per cent respectively, according to estimates from research firm eMarketer.