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Yahoo buys Maven to shore up online video advertising

Despite the murky outlook for the veteran web property, Yahoo announced today that it had bought online video company Maven Networks. InformationWeek reports that Maven currently serves ads to more than 30 media accompanies including some of the biggest websites on the Internet like Fox News, Hearst and CBS Sports.

Yahoo says the purchase will solidify its position in the emerging online video advertising market and has given Yahoo relationships with more than 75% of the top TV advertisers. Maven isn’t what most would think of as an advertising firm. Maven is involved in testing new ad formats rather than actually selling ads to websites.

Hilary Schneider, executive VP for global partner solutions said in a statement, “Video is projected to be the fastest growing segment of the online ad market, and Maven will significantly help advance Yahoo's strategy, expanding the video opportunity for publishers and increasing the efficiency and effectiveness for advertisers.”

Only time will tell if this Yahoo purchase will help its ailing stock and help bring Yahoo back to its former glory. DailyTech recently reported that Microsoft offered to buy Yahoo for a whopping $44.6 billion, which Yahoo subsequently turned down. That denial led to Microsoft considering a hostile takeover of Yahoo.

Few doubt online video is the future of online advertisements. This was the key point in the Writers Guild of America strike that ripped billions from economy in California. According to a study from Parks Associates released today new multimedia advertising platforms in the U.S. will capture a massive $12.6 billion in revenue by 2012. Broadband multimedia advertising will account for more than $6.6 billion of that figure.

Yahoo is attempting to shore itself up for the future. What is questionable at this point is if Yahoo can hold on until the industry matures and its $160 million purchase of Maven starts pulling its own weight.

Yahoo isn’t alone in the search world when it comes to making purchases of advertising companies. Google purchased DoubleClick in December of 2007 for $3.1 billion. Yahoo countered by purchasing ad company BlueLithium in September of 2007 for $300 million.



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RE: Well done
By Oregonian2 on 2/13/2008 7:41:40 PM , Rating: 2
What's funny is that Microsoft is often portrayed as the big monopolistic bully even when they're compared with companies bigger than Microsoft (like Toshiba, for instance in recent times). It's an interesting mindset. Especially when in terms of the market that yahoo is in, where Microsoft is a peep-squeak (and Yahoo better, but still not great). And we all know how monopolistic Microsoft is with their Zune product with sheer domination of the world. Just don't get me off on how their OS "Bob" has taken over the world monopolistically as well (seen any competition for it? No, I didn't think so!).

:-) :-) :-) :-) :-) :-)


RE: Well done
By cyberserf on 2/14/2008 4:54:55 AM , Rating: 2
maybe you didn't notice how much MS makes compared to those bigger companies? have you seen their profit margins each quarter?
that monopoly is the reason for those huge profits, and that is how they are able to take over these other companies and stifle competition even more.

someone need to make a bettter OS pronto!


RE: Well done
By zombiexl on 2/14/2008 6:34:00 AM , Rating: 2
quote:
someone need to make a bettter OS pronto!


You get started on that. In 10 years when its as better than XP come back and tell us about it. Of course XP will be a non-issue at that point and you can start on your next 5-10 year dev cycle.


RE: Well done
By just4U on 2/14/2008 6:38:55 AM , Rating: 2
"Someone need to make a better OS pronto!"

No worries! Microsoft is working on a better one as we type this! ;)

Joking aside, I know there are people out there who love to hate on MS but you know, at times you have to admire them to.. Microsoft isn't stupid and when ever they are on the move it gives us all alot to talk about.


RE: Well done
By boogle on 2/14/2008 7:54:21 AM , Rating: 2
quote:
maybe you didn't notice how much MS makes compared to those bigger companies? have you seen their profit margins each quarter?


Intel has similiar profit margins. They're massive investments into manufacturing has meant they make more profit on modern complex CPUs (think Core 2) than they used to with slow rudimentary CPUs (think 386) in the past. End result is a similiar profit margin to Microsoft.

You don't need a monopoly to get massive profit margins, just a product that can be priced high and customers will still pay for it. Much like computer PSUs, the profit margins on those are so high that even Intel/MS must be envious.


RE: Well done
By joemoedee on 2/14/2008 8:20:37 AM , Rating: 2
quote:
maybe you didn't notice how much MS makes compared to those bigger companies? have you seen their profit margins each quarter?


MS's bread and butter is in software, and as such, should have large profit margins. I personally believe companies should be in business to make money, and hats off to MS for knowing how to do so.

quote:
someone need to make a bettter OS pronto!


Nobody is stopping anyone from trying to.

In fact, there's many different operating systems you can run on x86 hardware right now.

However, Windows is currently the best OS for the general market in terms of familiarity, ease of use, and program options. The only OS currently to market that even has a remote chance to compete is OS X, and that will only have a chance to compete if it becomes officially supported across all x86 hardware.

Linux, while easier to use in the past, is no where close to a desktop OS at this time for the general masses.

It may be "cool" to hate MS, but until someone brings out something remarkably better, I and many others will continue to use Windows.


RE: Well done
By Ringold on 2/14/2008 11:02:56 AM , Rating: 2
Just about the first reasonable post in here.

quote:
I personally believe companies should be in business to make money, and hats off to MS for knowing how to do so.


Terran's narrowly interested only in Microsoft fulfilling his vision of cosmic justice. Those of us not too busy sipping socialist kool-aid (socialist in that one is trying to put social justice upon a firm based on purely on personal opinion) can instead focus on what's best for shareholders. If Microsoft walks away from the table and Yahoo's share prices collapses back to near where it was before their initial offer then the market will have spoken; it will have said Terran is an idiot.

quote:
Linux, while easier to use in the past, is no where close to a desktop OS at this time for the general masses.


Spent a good portion of yesterday trying to get OpenSUSE to play nice with nvidia drivers + Eve Online. Unfortunately, I'll never get that time back. "One Click" installation isn't always necessary "One Click", and the layout of their site seems much more geared towards throwing an iso at you then anything else. Then suffered a mysterious failure of the network every couple hours, which I've noted for over a year on my hardware with Ubuntu, Mint, PLCOS and Sabayon.. Gave up, restored my MBR and expanded my NTFS partitions back to full size. Another semi-annual toe-dip in the Linux pond that yielded little. Sort of like OpenOffice though, if they keep it up another couple decades they might start to catch up in ease of use.


"Google fired a shot heard 'round the world, and now a second American company has answered the call to defend the rights of the Chinese people." -- Rep. Christopher H. Smith (R-N.J.)














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