Microsoft Acknowledges That There Are Other Search Engines Out There, Sort Of

from the ad-me dept

Last month, a much-hyped partnership between and Google turned out to be a real snoozer, when it was revealed that the tie-up would simply offer customers a better way to manage their AdWords campaigns. One aspect of the deal that was troubling was that it belied the myth that all these various web services are so easily mashed up. After all, why should have to sign a deal with Google to offer AdWords management? Ideally, any company would be able to offer this functionality. Today, Microsoft announced enhancements to its own AdManager service, which allows users to manage advertising campaigns on Microsoft's search. Now, however, customers can buy ads for Live search and for It's really great that Microsoft is taking this big tent approach, acknowledging that there are other search engines out there that customers would like to buy ads on, but it's still missing a couple -- Google and Yahoo come to mind. Ultimately, if it wants AdManager to be a valuable service, then it should allow customers to manage as many different campaigns as they want, through any search engine. This piecemeal approach, allowing customers to buy ads on different Microsoft-approved sites, isn't going to get the company very far in its software plus services strategy.

Filed Under: search
Companies: ask, google, microsoft, yahoo

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  1. identicon
    The Grapevine, 17 Jul 2007 @ 6:16pm

    open standard, open search, open mind

    We applaud Microsoft on their learning that the world does not revolve around them, especially in Search.

    It is important that your customer has choice and simplicity when using any tools, thus allowing is a step in the right direction. Ignoring Google and Yahoo is obviously a childish taunt, and shows pretty well that those 2 Search engines are the most popular over MS Live services.

    Keep in mind that is part of the Barry Diller empire, as is Expedia whch used to belong to MS, and thus Microsoft is more easily able to adopt them as an added search component on AdManager.

    But sooner or later, if Microsoft expects to make any headway with this search advertising service they will have to admit Google and Yahoo to the party.

    Meanwhile its business as usual in Redmond, keeping heads in the sand, ignoring popular wisdom, and not allowing much consumer choice.

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