It’s safe to say Microsoft has been infected over the past several years with a pretty severe case of “Google envy.” The once indomitable tech company watched helplessly as the center of gravity moved south to Silicon Valley, around both Google and Apple.
The way back might be with a little help from its friends. Microsoft has quietly struck a raft of partnerships in ad technology rather than making one big bet. It struck a deal with AppNexus, in which Microsoft invested $50 million, and has cobbled together a coalition of demand-side platform partners. What’s more, it’s ever closer with Yahoo, building on its search pact recently with a deal to sell inventory on eah other’s sites, along with AOL’s.
Those partnerships are key to Microsoft strategy, said Qi Lu, president of Microsoft’s online services division, speaking at yesterday’s Microsoft Financial Analyst Meeting in Anaheim.
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