Better luck next board

Those most disappointed by Microsoft's failure to buy Yahoo are the latter's advertisers and stockholders.

Advertisers were as attracted to the increased capabilities of the combined entity as they were to a potential Google contender, Advertising Age reports.

Currently, Google's lead in the search ad market is so significant that rivals like Yahoo generate little competitive pressure on ad prices. Yahoo may also outsource its sponsored search to Google.

Shareholders are equally disappointed, reports the Associated Press. Jerry Yang's refusal to take Microsoft's offer was perceived as personal, rather than a business decision, NPR reported on Monday.

The competence of the current board of directors may be weighed at an upcoming Yahoo meeting.