“Yahoo Inc, Microsoft Corp and AOL Inc have set up an advertising partnership as Google and Facebook’s online ad dominance grows,” Reuters reports.
“The alliance, announced on Tuesday, allows each of the companies to sell each other’s unsold premium advertising inventory — known as display ads — by early next year,” Reuters reports. “While the companies are striking a partnership, they still actively competing with each other for both advertiser spending and publisher partners, as well as maintain their own set of controls.”
Reuters reports, “Both Facebook and Google Inc are expected to increase their share of online display advertising in the United States in 2011 by 9.3 percent and 16.3 percent respectively, according to estimates from research firm eMarketer. Meanwhile, AOL, Microsoft and Yahoo are forecast to loose [sic] share, with Facebook expected to surpass Yahoo for the first time this year.”
Read more in the full article here.