I left the soccer pitch yesterday 11 PM to see an SMS forward from a friend about TechCrunch Twitter alert, Yahoo-Google announcement 1:30 PM today. This is gotta be about the advertising partnership.

And indeed, I woke up today to read about the Google & Yahoo public joint announcement declaring they are going into an advertisement partnership in which Google Ads will be served on Yahoo search results for the queries Yahoo! see as rewarding for them. So Yahoo! is not giving up completely on their advertising program, but if the estimates of $800 million revenue increase in one year turns out to be true, and my senses tell it’s going to be more, I guess they could change their mind about the partial partnership.

Google Ads on Yahoo Pages

The Justice Department ofcourse is still unhappy and are investigating a possible AntiTrust. However, since Yahoo played it smart, and made a non-exclusive advertisement partnership agreement, which means any other bidders may get theirs ads on Yahoo pages as well, then I guess there is no reason for the partnership to be stopped.

How this will affect advertisers is what makes me wonder however. Yahoo! can select the queries it want to have Google Ads for, and stick to their program for others. So how will this happen, for keyword “shopping” for example. There are two sides here:

- I am a Google Advertiser: Will I have the option to show my ads on Yahoo! search results. This could make sense to avoid possible lawsuits, or it could under the Content Network. If it’s an opt-in, the adaptation rate might be a bit slower. Not everyone is always up to date on those changes. Otherwise, it may be an opt-out option, and I doubt people want to do this really.

- I am a Yahoo! Advertiser: I am bidding for the word shopping. Does Yahoo! tell me “Sorry, go join Google and bid for Shopping word”? What if I don’t want to place my ads on Google because of say, click-fraud cases I’ve heard of. And what if not all my words are powered by Google Ads. It means I have to literally manage two advertising programs, who are mutually exclusive in the budget and tracking, to bid for the keywords I want.

I just hope there will be a bit more easier way to do it, and a sort of integration between the two.

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