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NEW YORK Yahoo! and Google appear to be headed for a new battle in their quest for brand advertising dollars migrating online.
Both Internet giants are prepping their platforms to handle not just search advertising, but also display ads favored by brand marketers. Google’s acquisition last week of DoubleClick, which serves display ads across the Web, gives it the foundation to potentially play a much larger role in brand advertising.
Yahoo! hopes to convert its leading position as a conduit for Internet brand advertising into a far-flung network that reaches users across the Web and on their cell phones, CEO Terry Semel told financial analysts yesterday.
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