CEO Ballmer

As Microsoft's internal attempts to make headway in the online advertising space flounder, the software giant may have to look at buying its way into the profitable space.

Microsoft may have to alter its strategy for acquiring a foothold in the online ad space, the Wall-Street Journal writes. The WSJ article cites three years of concerted effort to tap into the lucrative market after Microsoft passed on buying Overture in 2003, opting to instead build its own online ad service. It may now have to consider changing its tack, according to some analysts.

Microsoft is still chasing both Google and Yahoo in the online advertising sector, revenue from which is projected to rise 27 percent this year to $15.9 billion in the U.S., according to eMarketer. Meanwhile, Google isn't giving Microsoft a chance to breathe.

Google's momentum continues to increase, with a recent $900 million search ad deal with social-networking site MySpace - and its acquisition of video-sharing site YouTube.