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

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.

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.

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