Updated: Wednesday, July 29th, 2009

A new deal between Microsoft and Yahoo may transform the way online advertising is conducted and shape business careers of future advertising executives.

The online community is awaiting the announcement of an alliance between the two companies on Wednesday that would help them challenge the dominance of Google in the field of internet advertising, according to the Associated Press.

The source cites an anonymous insider who said the companies would share revenue generated by search ads on their websites. In addition to that, Yahoo would use Microsoft's search engine, Bing.

However, the companies are facing a tall order as Google currently controls some 65 percent of the U.S. market share of search engines. Yahoo's ranks No. 2 at around 20 percent, while Microsoft controls a further 8 percent.

This type of deal is just one example of the kind of challenges and opportunities awaiting advertising executives in their business careers. These careers also promise significant rewards for those with the right skills which can be honed by enrolling in one of the many bachelor or masters programs in marketing and advertising.

According to the Bureau of Labor Statistics, advertising managers will see a 6 percent growth in demand for their services until 2016, and their median annual earnings in May 2006 were $73,060.

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