Not a (Yahoo!) all-or-nothing scenario for Microsoft, in terms of Internet advertising...
The aQuantive combination has gone well thus far, executives and analysts said. But there's more work to be done, particularly in uniting the advertising platforms that underpin the company's play in the $22 billion online advertising industry.
And compared with the daunting task of swallowing Yahoo, with its dramatically larger size, hostile management, incompatible back-end technology and different corporate culture, aQuantive is a relative snack.
A snapshot of the reason Google, Microsoft, and others are so intently focused on this domain: