Speaking of advertising companies and how much they are competing, Microsoft has just secured Digg as a new publisher of advertising. That’s right; Digg has dropped Google as their contextual advertising partner and are switching to Microsoft.

Microsoft HAD MySpace.com but lost it to Google last year, but Microsoft have Fackbook.com under their belt at the moment so adding Digg to that little portfolio of major social sites is a nice notch on their belt and is sure to attract more advertisers the Microsoft AdCenter advertising system.

Personally I love it, Google having such a large market share is just wrong, as an advertiser if everyone is advertising on the one network the cost of advertising is going to be higher because it’s more competitive for position.

Also, as a publisher of ads, if you were kicked from Google for any undisclosed reason (which they do a lot) you wouldn’t be as worried if you could switch your advertising over to Yahoo or Microsoft – knowing they would be able to deliver similar advertising revenue to you.

I can’t wait for Google to lose a bunch of market share in search and advertising. They defiantly need to lose ground in the search arena too, it’s the same problem, everyone is relying on one source of traffic. When Google changes their search algorithms you can get dropped significantly, but if you were getting an even amount of traffic from say four or five different search engines then it wouldn’t matter so much, if you had trouble optimising your site for one engine, you could try for others and so on.