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Apr 11, 2008

NEWS: L'affaire Yahoo is tres banale to Madison Ave.

Advertising executives on Madison Avenue, who have always liked to watch a good fight, are more bemused by the Yahoo-Microsoft action than concerned by which company wins.

Ad firms have a big influence on the future of Google, Yahoo, MSN, AOL, and News Corp. by deciding on behalf of clients how much of their budgets to spend with each company, if at all. While the players are important, advertisers don't really seem to care which teams are aligned, as long as they can provide the audience, the ad space, and the return on investment for clients.

The dominant response from members of the advertising community interviewed by CNET News.com is that a new marriage wouldn't change anyone's ad budget.

"The way people like us look at it is as interested but detached observers," said Tim Hanlon, executive vice president of Denuo, the media futures practice of advertising agency Publicis Group.

"If you chart it all out and take those five companies, they all have strengths and weaknesses," he said. "Not one of any of those potential partnerships would solve all the problems. There will still be no one-stop shop for advertising online."...

Ed: Keep it simple.

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