Facebook wants to take over the display advertising on its larger-than-life social network. In the process, it will stop using Microsoft (MSFT) to display the majority of advertising at what is becoming one of the most heavily-trafficked pieces of Internet real estate globally.

Is Microsoft angry? It should be -- every time the world's largest software company crafts some small way to try and compete with Internet advertising leader Google (GOOG), the rugs gets pulled from under it.

Yahoo! Inc. (NASDAQ: YHOO) made the decision to use competitor Microsoft Corp.'s (NASDAQ: MSFT) Bing search technology soon to power the internet searches across its vast empire. That doesn't mean that Yahoo! still won't compete with Microsoft aggressively. After all, Yahoo!'s agreement with Microsoft is only to use the software giant's Bing search technology in the back end -- not in the customer's face.

Yahoo!'s Prabhakar Raghavan indicated that "It is our belief that the battle has moved beyond the back end ... what we do with it, how we paint it, how we render it, that's entirely up to us." This confuses the issue a bit but what he is saying is that Yahoo! will use Microsoft's technology, but will still heavily compete with the company in terms of customer-facing search market share. The thoughts of a Microsoft-Yahoo! full-frontal assault on Google Inc.'s (NASDAQ: GOOG) market-leading share won't really be positioned that way after all.