Yahoo! seems to be determined to get back its display advertising crown, the one that it lost to Google in the first quarter of this year. It has joined hands with Microsoft and AOL for display ad yard sale , in a move that is envisaged to pose a strong market challenge to Google.
What Has Happened?
Microsoft, Yahoo and AOL have come together for a joint venture, and they shared this plan with a group of top Web publishers and ad buyers. Speculations are rife that through this step the three players will manage to get a collective boost for the sale of their Class 2 display inventory. They will achieve the same by filling orders with whatever they can lay their hands on within the consortium. Ideally each of their benefit will lie in the others pawning off inventory that would otherwise have been sent to ad networks. Another key part of the plan is to win confidence of large ad holding companies, and make them join the three players, as well.
How Will This Affect Google Or Facebook?
The move has left display ad sales market watchers speculating whether this will give Google and Facebook a run for their money. However, Google and Facebook of course have a strong market proposition. While Google's market proposition lies in its size and DoubleClick Ad Exchange, for Facebook it is in its social space.
What Remains Unanswered?
The question is whether the combined service offering by Microsoft, Yahoo! and AOL exposes users to any significant value. What will the advertisers gain, by garnering second-class ads.
Moreover, it is foggy that how companies will go for ad data management and protection, after the integration of sales and trafficking systems.
The Google Juggernaut Keeps Moving
And that is not all, yet. What makes the situation further complicated for the Yahoo! – Microsoft – AOL 'troika', Google has now released new tools as part of the DoubleClick Ad Exchange and DoubleClick for Publishers. The tools are poised to help publishers maximize the revenue from advertisements published by them. These new Google tools will enable publishers to manage all existing advertisements, across all platforms, through just one dashboard. And publishers will be able to compare channel data, as well.
Then there is this feature named Direct Deals on the DoubleClick Ad Exchange, which helps a publisher to offer ad spaces to specific groups against a fixed rate, before going for general auction. Needless to say that this can have a significant strategic value.
How things will go for Microsoft, Yahoo! and AOL, we will have to wait and watch!