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
    Craig, 18 Jul 2007 @ 8:23am

    That's why they made a little $6B purchase this year of a little Seattle digital marketing firm called aQuantive.

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