Comments on: Yahoo to Microsoft: Put Your Money Where Icahn's Mouth Is http://digitaldaily.allthingsd.com/20080707/yhooletter/ by John Paczkowski Wed, 25 Nov 2009 11:18:22 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: Phil Baker http://digitaldaily.allthingsd.com/20080707/yhooletter/comment-page-1/#comment-1428 Phil Baker Tue, 08 Jul 2008 06:38:26 +0000 http://digitaldaily.allthingsd.com/?p=2701#comment-1428 I agree with Mr Gilbert. It seems like we're analyzing this to death; no one knows and few care what the outcome will be. Isn't there more interesting news to cover than this never-ending soap opera? I agree with Mr Gilbert. It seems like we’re analyzing this to death; no one knows and few care what the outcome will be. Isn’t there more interesting news to cover than this never-ending soap opera?

]]> By: brent crazsiemon http://digitaldaily.allthingsd.com/20080707/yhooletter/comment-page-1/#comment-1427 brent crazsiemon Tue, 08 Jul 2008 03:37:48 +0000 http://digitaldaily.allthingsd.com/?p=2701#comment-1427 i can't understand this overwhelming amount of interest in the whole yahoo! Microsoft deal. just let it go or wait until something actually happens all things digital. i can’t understand this overwhelming amount of interest in the whole yahoo! Microsoft deal. just let it go or wait until something actually happens all things digital.

]]> By: George Gilbert http://digitaldaily.allthingsd.com/20080707/yhooletter/comment-page-1/#comment-1426 George Gilbert Mon, 07 Jul 2008 23:55:43 +0000 http://digitaldaily.allthingsd.com/?p=2701#comment-1426 Despite Yahoo's ineptness in telling its story, it really is in its/shareholder's long-term interest not to let Microsoft carve out just the search business - which seems to be precisely what they want to do. Doing this will really hurt Yahoo’s display ad business long-term, which is the majority of their revenue - search and display ads need to be on the same ad platform. The impact of display ads today is hard to measure so they can only sell impressions. But online vendors with both search and display ads (Google, Yahoo, Microsoft - which has its own display ad platform and doesn't seem to need Yahoo's) plan to track what display ads users see over time and then correlate that with search queries. That will make it possible monetize display ads with a higher price. Most of the brand equity and awareness they create today gets harvested by search ads. But Yahoo is under such pressure to do a deal they are willing to mortgage this future synergy. If they weren’t so incompetent at telling their story that might be different. http://techstrategypartners.wordpress.com/2008/07/07/why-selling-search-to-microsoft-would-turn-yahoo-into-a-rotting-carcass/ Despite Yahoo’s ineptness in telling its story, it really is in its/shareholder’s long-term interest not to let Microsoft carve out just the search business – which seems to be precisely what they want to do.

Doing this will really hurt Yahoo’s display ad business long-term, which is the majority of their revenue – search and display ads need to be on the same ad platform.

The impact of display ads today is hard to measure so they can only sell impressions. But online vendors with both search and display ads (Google, Yahoo, Microsoft – which has its own display ad platform and doesn’t seem to need Yahoo’s) plan to track what display ads users see over time and then correlate that with search queries. That will make it possible monetize display ads with a higher price. Most of the brand equity and awareness they create today gets harvested by search ads. But Yahoo is under such pressure to do a deal they are willing to mortgage this future synergy. If they weren’t so incompetent at telling their story that might be different.

http://techstrategypartners.wo.....g-carcass/

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