Research

MICROSOFT

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Microsoft's ambitions are anything but small. The world's #1 software company provides a variety of products and services, including its ubiquitous Windows operating systems and Office software suite. Microsoft has expanded into markets such as video game consoles, customer relationship management applications, server and storage software, and digital music players. The company has also used selective acquisitions to bulk up its presence in markets such as online advertising, mobile devices, and enterprise software. In 2008 Microsoft made repeated efforts to acquire Yahoo! but was ultimately rebuffed; the two companies would instead sign a deal in 2009 to combine their search operations.

YAHOO
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This company lures business with the siren song of online advertising. Formerly named Overture Services, Yahoo! Search Marketing Group provides search-driven targeted advertising services to a wide range of customers. Its flagship Sponsored Search offering allows advertisers to buy placement in search results that appear on Yahoo! and several other search engines and Web sites. It also distributes text-based advertising (utilizing keywords) that typically appears next to online content. Advertisers can also submit listings for consumer products and travel deals that will appear in relevant areas on the Yahoo! site. The company was acquired by Yahoo! in 2003.