He's big, he's bad and he's seriously focused on the advertising business. It doesn't matter whether you think Steve Ballmer's plan to turn one quarter of Microsoft into an ad business with $15bn revenues is going to work, because even if it doesn't, the effort (and cash) behind it will create huge waves. Here's how he thinks he'll do it: "Four
things: Do search well, get better on community (FB partnership),
strong ad platform (all payload on all media with all business models),
sell ads on behalf of other people (syndication)." From his conversation with John Battelle at Web 2.0.
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