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Bill Gates Tells Search Advertisers: MSN Will Keep Google Honest.

Just days after apologizing for the first time ever on anything, in a national print campaign for Microsoft's mis-steps and "dropping the ball on search", Bill Gates delivered another apology to search advertisers this week. In a stunning move Gates admitted that Google is the king of search and that Microsoft and their new live.com search engine can only aspire to be second best to Google.

Does the world's wealthiest person and quite possibly the most competitive, who made his mark by directly taking on any and all competitors edging them out of market share and often completely out of business suddenly find happiness with third place ?

Microsoft responding to the flood in demand and in another attempt to increase online advertising and search revenues Microsoft hosted decision makers and executives of hundreds of major ad agencies and brands (including Target, Nike, Procter & Gamble 3M and Johnson & Johnson), who were attending the MSN Strategic Account Summit as reported by Seattle newspapers.

Bill Gates had these statements promoting MSN's inadequate third place status in search.

"Google has done a great job on their search, and what they've done with search advertising," Gates said of Google, but Microsoft, he said, "we will keep them honest in the sense of being able to be better at a number of those things."

Microsoft showed the ad execs its latest online services and programs from www.live.com many of which include new opportunities for advertising - including Windows Live Mail Desktop, which runs from the computer PC hard drive but includes a space for a display ad. "We are very, very serious about advertising search as a business model across the company," added an MSN VP.