Words that I thought I would never say…out loud at least. With the recent backlash against Google domination, one can only appreciate how the new, more mature and perhaps a little more humble Microsoft is approaching the search marketing marketplace.
While most of the successful search engines have been sacrificing customer service in the pursuit of bottom line dollars or new fangled widgets, Microsoft has been diligently listening to the needs of search marketers.
How do we know?
First, the impending launch of MSN search advertising network has not been about the shiny buttons, such as bid management or demographic targeting, it’s been about hiring smart domain experts that approach search marketers with constant questions of how THEY can do better.
Second, building quality traffic sources while simultaneously releasing unrealized value of existing traffic…in plain English…the pairing of two former nemesis, (AOL) Time Warner and Microsoft. While an AOL shift to MSN search from Google does represent a significant hit to Google’s financials, the pairing would create some of the most valuable traffic in the market. Traffic that is free from the equivalent of spam sites, but more importantly, the latent value that could be unleashed through the integration of MSN demographic targeting capabilities to 112 million unique visitors to AOL Web properties.
Better service, possibly a better product, and humble attitude…what more could you ask for in an underdog 
Prashant Desai
Director, Product Management
Reprise Media
