Who says Yahoo and Google are enemies in the world of search. Yahoo Inc. is close to announcing that it plans to carry search advertising from Google Inc. as part of a test that could lead to a broader partnership.
The short-term test, involving a very limited percentage of Yahoo’s Web search queries, is designed for the two sides to evaluate the revenue potential of a broader search ad outsourcing arrangement. They have been discussing such an arrangement as part of Yahoo’s pursuit of alternatives to Microsoft Corp.’s unsolicited acquisition offer.
Ultimately it's the user who is going to benefit by this alliance. With the increased search capabilities the far-end user is gonna be in the driver's seat.
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