Some of the largest technology companies in the world have come together to create an alliance they hope can challenge Google’s dominance of online advertising, according to The Associated Press.
Microsoft and Yahoo, two of Google’s biggest rivals in internet search, have joined with AOL in a program to help sell some of the more expensive premium advertising space.
These slots have often proven more difficult to sell, and the hope is that they will be able to more effectively fill the space by spreading the responsibility for selling it between all three companies. Each company uses its own approach and its own technology, so working together will give all of them access to new tools that have proven effective in their own ways.
The companies noted that the idea of partnering together could raise the specter of anti-trust violations, but they insist the agreement will maintain competition between them.
“We’re not reducing competition in any way, shape or form,” Rik van der Kooi, corporate vice president of the Microsoft Advertising Business Group, told Reuters during a news call. “As a result of transparency, the competition is only going to increase. [We] don’t expect any issues on that side.”