MSN Search Ads May Not Be Auction Based

    March 15, 2005

Goldman Sachs makes a good point: if and when MSN comes out with its own paid search advertising program to repatriate revenues on sponsored listings near search results …

… it might not be an auction lest it infringe Overture’s patents. Google’s penalty for infringing (or should I say being accused of infringing, since the settlement is not an admission of guilt), in the form of a settlement which handed IPO shares to Yahoo!, was several hundred million dollars. Microsoft probably wouldn’t get off that lightly. Then again, isn’t FindWhat still running an auction?

Back to flat-rate CPM search ads? Won’t that be fun.

Article Link: Microsoft Aims For More Paid Search Ads

Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients’ paid search marketing campaigns.

In 1999 Andrew co-founded, an acclaimed “guide to portals” which foresaw the rise of trends such as paid search and semantic analysis.