Google Builds Anti-Microsoft War Chest, Expect Ads To Keep Booming & Yahoo The Stealth Search Warrior

Three business items I'm throwing into one post, Google explaining it has built up cash to fend of an unnamed big competitor, Google expecting online ad sales to keep booming and Yahoo as the missing third player in the Google-Microsoft battle.

Google Builds Up `Defensive War Chest' from Bloomberg looks at Google's chief financial officer George Reyes saying that Google's recent stock sale was meant to build a "war chest" to fend off attacks by an unnamed major competitor (obviously Microsoft). So what's the war chest being spent on? He didn't specify. They did say they're hiring a bunch of key workers.

Meanwhile, Google advertising sales vice president Tim Armstrong tells Reuters in Google sees advertisers devote more budget online that the good times will keep rolling along, declaring 2005 as the year online advertising has become part of traditional media budgets and expecting spending to rise next year. He touches on expansion of ads into print, which the article cites as that and other moves as "part of Google's long-term strategy to offer relevant advertising wherever possible."

Offering relevant advertising everywhere, such as is print, isn't part of Google's stated mission to organize the world's information. But you gotta pay for that war chest and all those Googlers someway.

Meanwhile, Wharton says in Yahoo's Strategy: Stay Out of Microsoft's Crosshairs? that by accident or intent, Yahoo's managing to avoid Microsoft's ire. Sure, given that it is Google rather than Yahoo's that's been seen as the wunderkind of search over the past few years.

Unfortunately, Yahoo might benefit from being in those crosshairs. Too many of the great things it does don't get enough attention, because people want a two player battle between Google and Microsoft. Yahoo is a starring player, but too often it gets cast as a supporting actor.

I've written before that in search, we're looking at a Google - Yahoo - Microsoft battle, and Microsoft remains really still in third place, as they themselves have said in the past.

About the author

Danny Sullivan was the founder and editor of Search Engine Watch from June 1997 until November 2006.

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