Executive Summary (This is a document excerpt)

Microsoft announced an unsolicited bid to buy Yahoo! for $44.6 billion, a deal that, if consummated, would create a media conglomerate second only to Google in the online space. Forrester believes this acquisition would ultimately be a good thing for Microsoft, Yahoo!, advertisers, and consumers, although the difficulty of integrating the two giants would likely keep the benefits at bay for a time. If Yahoo! says yes, expect online display ads to grow even more than anticipated, media companies of all sizes to reinvent themselves, and Facebook to become a likely next acquisition for Microsoft.

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