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Teaching Case: Paid Search Wars

机译：教学案例：付费搜索大战

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摘要

This case analyzes the complex interactions between firms in the interrelated areas of search engines and portals after the dot com crash of 2000. Overture, a 1998 start-up, had transformed the online advertising market through the innovation of paid search, in which advertisers bid for top position for search terms. These results were provided to the portals and appeared alongside organic search results when a search was done. But Overture became a victim of its own success as the portals used their audience control to gain a greater share of advertising revenues. Google entered the paid search market in 2002 which ultimately led to Overture losing its independence and becoming a Yahoo subsidiary in 2003. As Google grew rapidly and expanded into other markets Yahoo and MSN attempted without success to counteract its influence. By February 2008 Google had been the clear winner of this rivalry, with Yahoo severely weakened. This culminated in an attempted Microsoft takeover of Yahoo with the main aim of stopping Google, a development Google was determined to prevent. This led to Google cooperating with Yahoo on paid search and Microsoft subsequently withdrawing its bid in May 2008.
机译：本案例分析了2000年互联网泡沫大崩盘后，搜索引擎和门户网站相关区域中公司之间的复杂互动。Overture（一家1998年的初创公司）通过付费搜索的创新改变了在线广告市场，广告商竞价搜索字词的最高位置。这些结果提供给门户网站，并在搜索完成后与自然搜索结果一起显示。但是，由于门户网站利用受众群体控制来获得更大的广告收入份额，因此Overture成为其自身成功的受害者。 Google于2002年进入付费搜索市场，最终导致Overture失去了独立性，并于2003年成为Yahoo的子公司。随着Google的迅速发展并扩展到其他市场，Yahoo和MSN试图抵消其影响力而没有成功。到2008年2月，谷歌已经明显地成为了这种竞争的赢家，而雅虎则被严重削弱了。最终，微软试图收购雅虎，最终目的是阻止谷歌，谷歌决心阻止这种发展。这导致Google与Yahoo合作进行付费搜索，而Microsoft随后在2008年5月撤回了其出价。

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