Yahoo to roll out a new ad system. Ok.
Yahoo to run Google ads. Weird.
Yahoo to get into bed with AOL to stave off Microsoft. Weirder.
Microsoft to get into bed with News Corp. to really gang up on Yahoo. Weirder still.
It’s all wrong. I went to the Microsoft digital upfront last week in New York and the emphasis was on shows. Not technology. Not context. Not apps in the clouds. But shows. Celebrity gossip, funny home improvement, stressed out moms, and college music festivals. Great stuff for the right brand — but it’s like the early days of Microsoft when Microsoft seemed to be taking the content-is-king thing seriously. Yahoo — remember Lloyd Braun? — also used to be into shows. So I guess there’s synergy going there.