Microsoft (MSFT), Yahoo! (YHOO), AOL (AOL) Launch Hopeful Google Ad Alternative

March 16, 2012 9:38 AM EDT
Shares of Microsoft (Nasdaq: MSFT) are trading very modestly higher Friday morning as the company launched a new marketing initiative.

Microsoft announced its marketing partnership with Yahoo! (Nasdaq: YHOO) and AOL LLC (NYSE: AOL) is now open for business. According to a blog post issued by Microsoft Daniel Sheinberg: "Starting this week, the Microsoft Media Network, AOL’s and Yahoo! Network Plus are leveraging real-time bidding (RTB) to offer advertising opportunities across all three networks’ premium, non-reserved, owned and operated display inventory."

With Google (Nasdaq: GOOG) dominating the display ad realm, Microsoft, et al, knew they needed to do something to combat losing more market share.

By offering greater scale and reach, the troika plans to produce an attractive alternative to Google and Facebook (Nasdaq: FB)(NYSE: FB), even if some of the inventory is on a competitors websites.

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