Dow Jones’ Mark Boslet writes about the benefits to advertisers should AOL switch alliances from Google to MSN.
Microsoft is jousting with Google Inc. to win an advertising partnership with AOL that could reshape the online search advertising business. If Microsoft and AOL were to join forces, their reach among Internet users would surpass both Google’s and Yahoo Inc.’s.
Would an AOL/Microsoft deal be a good thing for advertisers? I think so…
An AOL deal would be a significant endorsement of Microsoft’s fledgling search engine and advertising efforts, says Andy Beal, chief executive of Fortune Interactive, a search marketing company.
“A good level of competition could come out of this and would be good for advertisers and agencies,” Beal said. “There is a need for another strong player to enter this market.”