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may 2007 search engine news
What's New in Search - May 2007
Possible Merger between Microsoft and Yahoo
There is speculation that Yahoo and Microsoft will develop a merger in order to adequately compete with Google's full service advertising and Internet search offerings. Microsoft has been looking for ways to bulk up its own services the way Google has, especially now that Google's web software is in direct competition with Microsoft's Office suite. Although Yahoo and Microsoft are only in the early stages of negotiations, many experts in the field doubt that a deal will be made both because talks of the same merger last year were unsuccessful and because many say that the two companies' services are too similar for a merger to be lucrative. Legal experts add that if a merger were to occur, a variety of antitrust issues would arise. Research analysts insist that Microsoft could achieve the same goal without the inherent risks of merging with Yahoo if it instead purchased a small online advertising company. This would enhance Microsoft's advertising capabilities much the way AOL enhanced its own by taking over Advertising.com.
New Version of Google Analytics
Earlier this month, Google presented a new version of Google Analytics, its already successful web analytics service. The program allows website owners to see how visitors search their websites, providing them with the opportunity to create marketing plans based on this data to increase their online business. The new version of Google Analytics includes customizable dashboards, clearer map displays, and new email reporting. All of the data collected by Google Analytics is compiled and presented to the website manager as a series of reports, from which managers can see how successful their current online marketing campaigns are. The service is still free, and as of May 8, 2007, new users will automatically be connected with the new version of the program, while existing users will have access to both the new and old versions over the next few months.
IAC Advertising's Ask Sponsored Listings
IAC Advertising Solutions announced its new advertising options to be displayed through Ask Sponsored Listings. The new offering allows pay-per-click campaigns to be listed on Ask content pages as well as on search listing pages, generating visitors who are already searching for similar content/services. As Ask Sponsored Listings are viewed by 34 million visitors each month, IAC will begin by displaying pay-per-click advertisements from well-known companies in its client portfolio, including Match.com, Ticketmaster, Evite, and CitySearch. IAC and Ask.com assert that the value of content page advertising lies in the increased visibility and managerial control.
AOL Increases Its Advertising Capabilities with Third Screen Media
AOL announced this month its acquisition of Third Screen Media, a mobile advertising company that serves 225 million visitors every month. The acquisition completes AOL's online advertising capabilities, as it already offers display and search services. For AOL, adding mobile advertising to its portfolio of marketing platforms will allow users to reach potential customers through all points of access and to see the benefits of positioning their products on the mobile Internet. Agency.com, another of AOL's companies, will be managing Third Screen Media.
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