The article is right that this came down to execution.<p>I remember managing ad campaigns (around 2005-2006) on AdWords, Overture and (starting at that time) MS AdCenter. AdWords was just great to use compared to the other two. With AdWords it's relatively easy to manually or automatically manage a campaign of 30,000 keywords and hundreds or thousands of adverts. Overture's UI was simply painful even for a handful of adverts.<p>MS's offering as I remember required Windows or IE or something so we tended to avoid it altogether.