A recent article in Wired called The Plot to Kill Google details some of the major legal and political battles that Google finds itself in with corporations that have a shared interest in the evolution of the web. The authors describe Microsoft as being a major enemy of Google, and responsible for spearheading an advocacy effort to thwart the now botched Google/Yahoo ad deal.
Apparently, Microsoft was successful at convincing Tom Barnett, assistant attorney general for antitrust, that an ad partnership between Google and Yahoo constitutes a monopoly.
Traditional advocacy efforts entail organizing consumers/voters around a specific issue, and leveraging their voice to push through a specific set of policies. However, Microsoft took a different approach by rallying up corporate entities, to lobby on behalf of Microsoft’s cause.