Google appears to be the true winner of Yahoo!'s efforts to stave off an acquisition bid by software giant Microsoft, which was looking to expand its online advertising presence to challenge Google's dominance. Jackson Securities director of research Brian Bolan wrote: "In the end, Google is the clear winner from the failed Microsoft bid to buy Yahoo!. They retain their lead against the number two and three competitors and continue to make them fight for the scraps that they do not want."

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