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Battle royal of Internet advertising the Three Kingdoms

May 31, 2008

Shenyang is awe-inspiring

The 3rd when on May 28 American Santiago holds ” D: Complete digitlization congress ” go up, yang Zhiyuan bemoans say, the potential likelihood that he knows to with Microsoft such company presence comes to an agreement ” having tremendous energy ” , but very apparent, microsoft had lost interest to be being bought in the round it seems that. In the past as to Microsoft a few weeks of expression come out ” the part is bought ” the interest of Yahoo, yang Zhiyuan says, “We need to offer to have the understanding that connects thorough to theirs, they have fun at to Yahoo apparently, and we need to understand more. And we need to understand more..

Let Yang Zhiyuan’s more excited topic, it is the on Internet ad business collaboration attempt that two weeks are as long as between Yahoo and Google, although this is an attempt merely, and do not have any evidence that reach written agreement so far, yang Zhiyuan is glad still that the ground points out, “Yahoo and Google can be on certain arrangement of ideas the possibility that has cooperative completely, had gotten the market approbate. Had gotten the market approbate..

Be clear about in everybody heart, yahoo and Google are on Internet ad business the possibility that has comprehensive collaboration is not large, because antitrust law won’t be patient,two close to hold the collaboration of the company of 80% markets, but the market reaction that tries this makes Yang Zhiyuan very satisfactory, and he was in all the time for some time in the past point out a fact to the masses, be in Microsoft namely since putting forward to buy before 4 months, the Internet advertisement effect of Yahoo got buildup. This, also be Yang Zhiyuan dares to speak on complete digitlization congress ” the optimal person selected that I still believe to I am leader Yahoo ” the bottom is angry. And to the masses, a fact that we see is, yang Zhiyuan is in Microsoft and buy the faith that partner lost on the problem of the case, after afterwards somebody tells him the court, newest what CarlIcahn initiated dealership is contend for, put forward the directorate member person selected that oneself approbate, the hope is in after obtaining Yahoo board of directors to control right, can facilitate Microsoft buys Yahoo completely.

Icahn purpose pullbacks Microsoft the purpose of conference table was achieved partly at least. Microsoft shows the interest that buys Yahoo not completely, that is to say, microsoft plans to buy the business of useful to Microsoft that one part on Yahoo body only now, and this part business, it is Internet advertisement likely only absolutely, and won’t be the banner advertisement with narrow growth.

A magic weapon that Yang Zhiyuan gives great expectations on Internet advertisement is Panama ad plan. The ad plan conduce that he believes to this is released in Feburary 2007 narrows the AdSense with Google and AdWords precede quality difference of the function. Before, yahoo is in the logic on advertisement system is very plain, bid namely more exalted buy is more conspicuous. Google uses different formula, mix according to the price with the user relevant spend pair of advertisement to undertake classificationing, this brings about an user to click advertisement morely, and Google can gain higher income from inside be clicked every time. Be given the Panama plan of great expectations by Yang Zhiyuan, the bag contains seesaw pattern tool, can offer the user amount that how attracts according to budget and plan to bid contest buys key word to advertiser; Return a little distinctive function, for example ” quality indexes ” make advertisement advocate can understand a system how to undertake classificationing to advertisement; It is enough still and agile, can handle frequency and video ad, can go up to the mobile phone release advertisement.

But, among them major function, not only Google of the person that the market precedes is early had offerred, microsoft also does not fall all the time in the innovation of this respect after the person. In He Yahu buy case at a stand when, microsoft on Internet ad business develop, did not stop. Recently, microsoft searchs for engine platform to roll out LiveSearchCashback(cash to return in its still plan) , bill Gates plans special deep love to this, appear personally personally undertake saying: “All the time since, ad business contacts the means that searchs the person that engine is used, basically be to rely on CPC(Cost-Per-Click) this mode, click pay fee namely, no matter this user is final,have shopping consumption. LiveSearchCashback is the mode of CPA(Cost-Per-Action) , after the person that ad business alls alone in search engine is used only produced consumption actually, just need to pay fee. ” and the cash that is in this is returned in returning an activity, the likelihood of Microsoft collection is not advertisement cost, however every time somebody is returned through cash after still planning to produce consumption, microsoft the commission to businessman collection. Covet to Internet advertising market because of Microsoft nevertheless too long and effect is too small, the agog passerby of the mood of loot market all knows, this decision can return middleman’s fee entirely send customer.

The mobile impetus that sends money this very huge, microsoft has reached cooperative agreement with EBay, Barnes&Noble.com, Overstock.com and Sears holding company, in new plan, liveSearchCashback will include many kinds of 1000 product, and 700 businessmen. Before be being ranked in American shopkeeper among them 40 businessman has 13. Of course, this plan in the final analysis just perhaps is the market sale strategy that be out of pocket earns cry out, ultimate goal still should drive the business of CPC, loot this the biggest cake. It is the market is planted to this it seems that only sale shift not quite cold, after Microsoft announces this news, microsoft share price drops 1.32% , dropped 38 cent.

And this large-scale ” send money ” activity, can you bring pressure to Google? Not, google all along is quick-witted 100, can you be how in this one battle royal submit to humiliation? Google announces to be in recently North America market, open Adsense to business of tripartite ad. Media admires substantially to Google this action, think this is one stone of 2 birds plan, the direct result that opens a network on one hand can bring considerable income namely, can regard Internet advertisement as standard fixed position with aggrandizement Adsense probably on the other hand, what place of potential and amalgamative likelihood brings bring down Microsoft and Yahoo is minatory.

Does this stratagem look very common still? So the next of wall street analyst is forecasted meet an everybody frighten an a suit cold sweat, “Next year, the search ad business of Google can surmount Microsoft most the business that make money — Windows. ” if this result appears really, so we perhaps can understand Microsoft to be in more He Yahu the price issue stick like a limpet for a few dollars when the reason of resolutely degenerative get away, if cannot contend by respective force Google, so add Yahoo can how? And the issue that we should consider probably is, if Yahoo increases the power of Microsoft,cannot contend Google, whether are we happy to see the battle royal of the Three Kingdoms of this one dynamic really, below the case that in Sun Liu alliance has not begun to had ended, look at wind of Cao Jiayi sail to arrange unify the whole country helplessly?

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