Cobrand versus Buy and MakeLycos an

Cobrand versus Buy and Make
Lycos and Terra used markedly different strategies for aggregating the content that.
attracts browsers and advertisers to their respective sites. Lycos used a cobranding strategy, leveraging the offerings of local third-party content providers

The advantages of Lycos' cobranding
approach are the following:
• It leverages local expertise without
acquisition costs.
• It chooses the best content providers
from the marketplace of all players.