In a recently presentation by Jerry Yang, chief executive, and Sue Decker, president, of Yahoo at the Interactive Advertising Bureau’s convention this week was about the latest advertising system called Apex (for Advertiser Publisher Exchange). Apex is an identification of the way Yahoo is planning to bring together a group of its gaining, its available ad network business, and some of the other home-built systems. Ms. Decker said that Yahoo was doing not less than “attempting to transform the online advertising industry.”

This fresh piece of Yahoo is moving into the market particularly for ad-serving software – the technology, which in fact sends the picture/image of ads to users’ PC, and more prominently collects the information about ads and the users. This would certainly put Yahoo in direct contest with Doubleclick that is being obtained by Google, and aQuantive, which was earlier bought by Microsoft.

UK business has been advocated to “hold its advertising nerve” – and budgets – among growing firms that advertising expense would be cut in a financial downturn. The name came recently from Superbrands, a brand investigation group, as it revealed that Google has went beyond the BBC, Microsoft and British Airways to become the most extremely regarded business brand in the UK.

“It’s times like this that investment in building engagement, trust and loyalty with a customer base really gets the successful businesses through difficulties caused by wider economic problems,” said Stephen Cheliotis, chairman of the Superbrands council.

MSN, the famous search engine is also noticeable for its new innovations and services. Now there is something new, innovation in services. MSN direct as every one knew allows the visitors with update news, weather, and stock updates etc. They can be accessed in mobiles hereafter in our homes and this was announced in the Mobile World Congress 2008. Microsoft Corp had the privilege in announcing the availability of a technology preview for accessing MSN Direct content on Windows Mobile-based devices. This was indeed an innovation in the services.

Though refusal in its $44.6-billion offer to purchase Yahoo!, Microsoft’s fresh announcement that it is purchasing Palo Alto-based mobile phone maker Danger is appearing to challenge Google’s open-source Android mobile stand, says analyst Ovum. Danger is the company following the T-Mobile Sidekick, a well-liked device in the United States, which could manage e-mail, surfing Internet and IM like the Blackberry, even though it is geared up more towards clients rather than business users.

Tony Cripps, senior Ovum analyst, believes Microsoft has its view on the wireless consumer market and the Danger buyout raises questions on how it plans to use the latter are knowledge alongside with its Windows Mobile platform.

Google Android has recently had its initial trip at the Mobile World Congress in Barcelona, Spain. The fresh running system anticipated to make handsets afterward this year was exposed to Pocket-lint by chip producer ARM. The company that by now powers mobile phones from Nokia to Apple would be capable to offer the technology via its chips to power the latest OS to manufacturers who desire it.

The early example, which Pocket-lint was exposed, was working on the company’s ARM 9 chip, two generations elder, on a tool that is dubious to come to market, however that yet did not stop it doing very quickly. The boundary further also had, as you would be seeing by the gallery of pictures, a very Apple sense to it, a great deal graphical in its interface. The software demo previewed tools such as a music player, Google Maps, Calendar, Camera, and SMS.

Microsoft has lately sent a proposal to Yahoo! Inc board of directors to get entire outstanding shares of Yahoo common stock at the rate of $31 per share consideration, which comes about $44.6 billion on total equity value. Yahoo! Shareholders are permitted to choose and obtain cash from fixed number of shares of Microsoft’s common stock along with entire deliberation payable to Yahoo! shareholders comprising of one-half cash and one-half Microsoft common stock. That is actually 62% of premium over the closing price of Yahoo! Common stock as on Jan 31, 2008.

“We have great respect for Yahoo!, and together we can offer an increasingly exciting set of solutions for consumers, publishers and advertisers while becoming better positioned to compete in the online services market,” said Steve Ballmer, chief executive officer of Microsoft. “We believe our combination will deliver superior value to our respective shareholders and better choice and innovation to our customers and industry partners.”