StupidScript - 5:35 pm on Mar 15, 2005 (gmt 0)

I'm trying to understand the benefits of splitting the market into yet another fragment.

We pay Overture to use their PPC program.
Those ad dollars used to apply to ads on MSN.
Now they won't.
We'll have to add more dollars to our budget.
We'll be reaching the same people for twice as much money.

How is that a benefit?

And what "rich features we have not seen before from the others" could there possibly be in a PPC program? Animated ads? DHTML ads? Wow, but ... wow.

I'm interested in reading an explanation of why spending twice for Overture and MSN is better than spending once for both Overture and MSN. And how the MSN program will be better.

So far, it looks like just another MS business tactic to get the dollars that used to go to one of their "partners".

<edit>I understand that our Overture spend will likely drop as the clicks we used to pay them for will now be provided by MSN, same click = same cost. The problem is in establishing accounts and potentially higher per-click costs when MSN goes its own way. Surely nobody imagines MSN clicks will be less expensive than Overture clicks? They're premium real estate!</edit>