This could be Microsofts smartest move of the year and it’s only 8 days old. FAST is one of the companies which develops enterprise search engine software. The benefit is that publishing sites for instance can monetize their sites without having to use adsense, they could simply use the FAST search engine and have advertisers use the publishers own ad network. Once the FAST ad-network is up and running then the advertising revenue per page impression can go through the roof for the publisher.
Instead of having to pay the vast majority to Google publishers running ads could keep the vast majority themselves. Microsoft can instead of fighting Google with MSN alone can now also use big publishers to take a lot of the Google advertising market share.