AOL's advertising partnership is currently with Google, and Google and Time-Warner are continuing their talks, despite rumors that AOL might switch to using Microsoft's search engine and partnering to provide ads to thousands more online customers, even though the services would remain under the authority of both of their owners.
The question as to what impact this could have to online advertising and search ads remains up in the air, as AOL hangs in the balance, enjoying this bidding war against three of the most key actors in the current electronic media landscape.
According to Angwin and Delaney, "by joining their two systems, Microsoft and AOL could sell ads that would reach as many as 140 million Americans each month--or about 80% of all Internet users." The number is almost 20 million more users a month than Yahoo and over 50 million more users a month than Google.
What could this mean for the future of online advertising?