Despite the efforts of Microsoft and Yahoo! to dethrone Google from the throne of online advertising, the search giant may not succumb. Google still has a 64% share of visitors, even though the popularity of Bing , Microsoft 's search engine proposition , is growing; in the US it already has more than 16% of visitors and analysts highlight its potential.
The alliance has this search engine as a single algorithm for bank data the two companies that are part of the agreement and it will be reinforced with Yahoo's search technologies. Microsoft has set a five-year deadline for Bing to become the second largest search engine and advertisers hope that this launch will drive down Google Ads prices.
Experts are confident in the technical advantages of the project, but what is not so clear is the amount of revenue it will generate, an issue that some question. According to the digital edition of the magazine Business Week , the Microsoft advertising management tool , AdCenter, does not have the confidence of many advertisers due to the small audience it generates compared to Google.
Advertising agencies are currently studying the terms of the alliance between the two companies.