Online Ad Supremacy is an area where Microsoft is doing battle with Google and might win according to an article in the New York Times titled:Microsoft Takes Aim at Google’s Ad Supremacy:

"…Using technology from aQuantive’s Atlas division, Microsoft will be able to provide advertisers with a log of all the places on the Internet where people see ads before going to the advertisers’ Web sites. The data is based on individual computers’ electronic signatures, not individual people."

"…the system will be expensive to deploy without Microsoft, because it requires vast server capacity to analyze billions of ad impressions each day, said Young-Bean Song, a vice president of Atlas. He said that Microsoft would be able to use the new tracking capability to prove the value of its ad space, much of which is unrelated to search."

That's the key… "unrelated to search".  As long as something is related to Search….Google wins … because Google owns Search, even the idea of Search. 

It's true that many searches are really for navigation (IE: typing in the name of a company, name of a person, name of something just so you can find a URL).  In that case, all someone wants is to find the person, thing, URL, etc …. they don't really care about Search.

It will be interesting to see where this goes.