I’ve always been a big proponent of more competition for Google, primarily from Yahoo and MSN, but this just isn’t going to work. Both platforms are problematic, their inventory is totally disparate. Synthesizing the two networks would be a total nightmare, probably impossible.
Even though it won’t work, it’s their only option. What other choice do they have?
I’ll get more into this later, but the ONLY way they can make this thing a success is to move beyond paid search. They have to transcend paid search and offer an alternative that has a fighting chance against google. Yahoo and MSN will NEVER EVER beat Google at their core competency. Yahoo has a different core competency, it’s called content. Why not focus on creating and controlling as much of the content landscape as possible? Dominate the content and then control the ad serving throughout that network.
I mean, think about TV. Who controls TV? The guys who make the content, the studios. It’s not run by the guys who publish the TV Guides (google). The search engine industry is kind of upside down, no?
Wouldn’t it have be interesting to combine Doubleclick with the new YahooMSN?