Microsoft's partnership with municipal Wi-Fi operator MetroFi is more than just a me-too gesture following Google's decision to team with partner EarthLink to build out a Wi-Fi network in San Francisco. Content providers that capture the growing municipal Wi-Fi market will be in a better position to enjoy higher traffic to their sites and greater customer loyalty. Meaning, they grab a greater share of online ad dollars, expected to reach $16 billion in the U.S. this year, according to eMarketer.