Microsoft, Yahoo and AOL have teamed up to create a large online advertising opposition to Google and Facebook.
Even as they share some resources, the three companies vowed to retain their independence and compete against each other with separate sales teams.
A "fundamental rethinking" of the internet ad market.
Online advertising has become overwhelmingly titled towards Google and Facebook. Probably because these brands are ubiquitous and marketers go where the numbers are.
While Yahoo and Microsoft advertising revenue has steadily dropped, Google and Facebook have become dominant in the online landscape. They hope to create a competitive face by combining their technology and clout.
We will watch in interest to see if a united force can stem the tide of growth for the giants.
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