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Buried in the article is:
This week, Microsoft will firw a new salvo at Google with the launch in Britain of AdCenter...
The article also talks about the winner of the war being the one that knows the most about you - which is the scary truth of course! and on this front, Microsoft has a decade of data to play with.
In the longer gameplan, though, it seems that the biggest losers won't be Google or Microsoft, but possibly institutions like the Sunday Times itself as old media models struggle to keep up with the change from push to pull advertising.
Online version of article [timesonline.co.uk]
I have always been wondering why it takes so long for Yahoo and Microsoft to accept non-American publishers. This alone shows the huge difference in competence between Google and the other two.
At least Google has the competence to accept international publishers and can even address them in their own languages!