Microsoft vs Google?

I just read this story on ecommercetimes.com that Microsoft is preparing to go into the online ad business. Microsoft will go head to head vs Google and Yahoo on the pay per click ad business. What will it mean for us, bloggers?

“Microsoft can be a force because of its reach, its history of innovation and its deep pockets,” Forrester Research analyst Charlene Li told the E-Commerce Times. “The entry of MSN provides much needed competition — it seemed like Google and Yahoo were constantly innovating on the user search experience while search advertising was standing still.”