My Enemy’s Enemy

In an unexpected move last week, AOL, Yahoo and Microsoft formed a partnership to sell each other’s online display inventory. Initially this inventory partnership will only impact the USA and Canada. This new cooperation addresses two key trends. First, all three seek to better sell and exploit unsold inventory to capture more of the display advertising market. Second, the partnership is a counteroffensive against Google, who have historically dominated the paid search market and now wish to do the same in the display media space.

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