The once coveted AOL 10 Year Deal that Google had secured back in 2002 (When AOL maintained a much larger percentage of the search market share) was announced Monday June 29, 2015. This deal will increase, however slightly, the Microsoft footprint in both organic and paid listings.
The deal, more strategically, will make make AppNexus the exclusive Programmatic and Sales Partner in 10 countries for Microsoft. Today, AppNexus is the lead technology partner for programmatic business, across 39 different markets around the world.
This on the heals of a dead flat May 2015 ComScore Report in Desktop Market Share:
- Google: 64.1%
- Microsoft: 20.3%
- Yahoo: 12.7%
- Ask: 1.8%
- AOL: 1.2%
18.2 billion explicit core searches were conducted in May, with Google Sites ranking first with 11.7 billion. Microsoft Sites ranked second with 3.7 billion searches, followed by Yahoo Sites with 2.3 billion, Ask Network with 329 million and AOL, Inc. with 210 million (up 7 percent). ComScore
The deal is forecasted to push Bing’s Search Advertising revenue over 1 billion by 2016. While Microsoft has maintained 20%+ it will be interesting to see if the deal, beginning January 1, 2016, will pull Google down into the high 50% mark and push the Microsoft/Yahoo/AOL group up over 35%. Sometimes it takes an army to battle a giant.