Yahoo- boasting or truth?

Why is Yahoo Inc. standing firm to Microsoft's bid? Well, Yahoo Chairman Roy Bostock and Chief Executive Jerry Yang sent a letter refusing the offer unless they will get $45 billion. They both, together with the board of directors, are counting on a new approach that will revolutionize online advertising and calm down impatient investors. You remember the article on MySpace Music as one stop shop for music addicts? Something similar is trying to release on the market Yahoo, but instead of music they will sell and distribute online display ads. Hilary Schneider, Yahoo's executive vice president of global partner solutions says that the upgrade that goes under the name "Amp" will make user's experience more appealing. This is the continuation of the Apex project announced in February by Jerry Yang and Sue Decker and starting Monday Amp will be promoted with an online video demonstration of it- the way it works, based on "behavioral targeting" (data that Yahoo collects about people's preferences at its own Web site). Although, it is nothing new, as both Google with DoubleClick Inc. and Microsoft with aQuantive are already using the same technology. Now, even if getting advertiser will be easy, there is still the matter of the Amp launch that won't take place until June, while Microsoft Chief executive Steven Ballmer gave as deadline 26 April, after which he will go for a hostile takeover. Investors are skeptic and also Wall Street has strong reasons to doubt Yahoo's chances of success just taking in consideration the "Panama" project. Will the project suffice for investors not to give in to possible bids? More to come!

related story: http://news.yahoo.com/s/ap/20080407/ap_on_hi_te/yahoo_advertising;_ylt=Aqc0FRQERUhg4qm4fWj6s6Gs0NUE

by Claudia Sonea for PocketNews (http://pocketnews.tv)

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Edited by Iveta NAgyova