Yardley, a blogger lots of people follow for stuff like this because he is a Yahoo/Right Media employee, doesn’t comment on the Blue Lithium conversation, but he points to a blogger that he aligns himself with. Marcus implies that Google is cooked now that Yahoo has acquired a network.
I disagree. Here is the deal: Google’s strong advertiser network drives higher payouts. That advertiser network is driven by the awesome inventory that Google offers advertisers: Search results pages – the best performing inventory on the Internet. Just because Yahoo bought some network, they still don’t have that inventory or that mindshare.
Furthermore…. Blue Lithium can’t be that big an ad network. Look at the prices companies are going for now. I have no knowledge of any of this, but any reasonable person would assume that they are doing less than $100 million per year. I am sure Yahoo can supplement that, but it isn’t like they have this enormous advertiser base today.
This is not that different than saying that when AOL bought Advertising.com it was game over for Google. Err wait, it was!