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The Saga that has continued since times so long that the count has been forgotten, Microsoft and Yahoo battle as one other entity watches them over, AOL, continually popping its head out and feebly asking whether it has a future with any one of them. There has been a lot of jibbing over the issue as lately Microsoft had planned that if a deal with Yahoo is to tick off, AOL would be merged with Web Pioneer and Time Warner taking a bit of a share in the combined firm.

There has been a massive boost in discussion with Time Warner ever since the potential of AOL as a beneficial pin up to improve their positions where Google stands at a staggering height, one which is impossible for both Yahoo and Microsoft to climb (at least at present).

As had been reported at a press release in Yahoo Finance;

Yahoo’s interest in AOL might largely be due to the fact that AOL has chunked off its dial-up business and has set more focus at creating a one-stop online advertising shop.

So why does Yahoo actually need to push up its deal with AOL? Many reasons to answer this but the most important one, as we see it could be that Yahoo has set itself a task to show its shareholders that it has full potential to expand its horizons without Microsoft holding its hands.

The other reason is the nagging investor Icahn, who has made it a point to reform the Yahoo management and more importantly kick out Jerry Yang from his office. This has been in reports for so long now that it has become analogous to breathing; the war of words, where at times its Jerry thrashing Icahn or pointing his guns at Microsoft; then we have Microsoft who has made it a point at blaming anyone it can (yes the bankers) or crying in the senate over Google, Yahoo partnership holding 90% of the Ad Market.

Confusing! The Yahoo and Google deal done; and the one between Microsoft and Yahoo see-sawing; from getting fresh air to Yahoo declining joint proposals from Microsoft and Icahn tag team, a social circus with almost everything to entertain one with.

Everyone here is trying to fish out AOL, Microsoft has plans to do so as it wants to bolster its display advertising and gain more traffic to weaken Yahoo/Google place in the ad market. The Time Warner aligning itself with AOL, as a part of its strategy to aim at content rather than distribution alone. One would simply giggle reading this all and ask:Is this Royal Rumble?