"In the short term, Google is obsessed with the head of the market, using a small volume of content and high value ads, " Chandratillake contends.

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Still, if Microsoft were to declare that banners, boxes and other non-premium display ads have negligible value of their won, that would pose a problem for companies like Facebook, Yahoo and AOL, which depend heavily on that kind of high-volume, low-c0st advertising.

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Some companies have responded by cutting back the number of ads to boost their value.

WSJ: Deluge of Content on the Web Swamps Yahoo