In September, Yahoo announced its decision to buy Bluelithium, America’s fifth largest online ad network, for $300 million (Reuters). In more recent news, Yahoo is contemplating the restructuring of its social shopping site Kelkoo, which was acquired in 2004 for a sum of $670 million.

It’s interesting to see Yahoo ponder over the fate of Kelkoo, while its rival in search, Microsoft, recently acquired the comparison shopping site Jellyfish.

A quote from the article at Wired:

“It’s had its good and its bad points, to be quite frank,” Yahoo’s U.K. managing director, Glen Drury admitted to Forbes. He continued: “I think that Kelkoo and all its competitors need to really re-think the way that they’re going to run their businesses in the future.”

Microsoft and Yahoo are striving to play catch-up to Google in capturing a major share of the online ad business. But they still have not exponentially enhanced their position in the ad market.