Yahoo! Should NOT Be For Sale
Or maybe take the generic domain name route and buy something like the search.com domain. I'm serious, though, about a new company that combines the best of Yahoo! Search Marketing and Microsoft adCenter, both in terms of technology and people. Treat it like a startup, with venture capital from both Yahoo! and Microsoft. The problem with both Yahoo! Search Marketing and Microsoft adCenter is that while they both have decent advertising platforms, they're still not as good as Google AdWords. More importantly, they don't have sufficient ad distribution, both in terms of quantity and quality. Even if they had a better solution than AdWords, it wouldn't matter. Combining the ad distribution to Yahoo! and Microsoft front-end search domains plus ad distribution networks would create a viable alternative to Google.
A merger, though, between Yahoo! and Microsoft will stifle innovation. Having been at AOL when they merged with Time Warner, it was frustrating to watch innovation grind to a halt. No, forget about a merger and find another way to compete with Google, perhaps by spinning off Overture. Or, Yahoo! can start by implementing these changes.
Tags (build your own w/ TagBuildr): yahoo search marketing, microsoft adcenter, google adwords, search advertising, gigaom, overture, ovrtr