The unprecedented agreement between Yahoo and Google, to present Google generated advertising on Yahoo search results, means a changing dynamic for web advertisers. First and foremost, Yahoo pages will now selectively include ads from the Google Content Network. What this means for advertisers that advertise with Google, is that some of their ads will display on selected Yahoo search results pages. This of course gains these advertisers on the Google network millions more potential viewers and buyers of their products. This also means that advertisers who primarily advertise with Yahoo now face competition from Google advertisers.

In the short term, those who advertise exclusively with Yahoo may face some adverse results because of the new competition for in the long-term however, the online advertising market will be stabilized by this merger. Certainly new challenges for web advertisers will result from this unprecedented agreement however; new opportunities will also emerge from the agreement between Yahoo and Google. Webmasters will need to pay careful attention to ever changing metrics and dynamics in the online search engine advertising industry.

Advertisers can expect to see many changes in the coming months including a tightening of online advertising now that two major competitors such as Yahoo and Google are now working together at least in some small portion of their online advertising empires. Other advertising giants like Microsoft and the other major search engines will soon begin to cooperate on limited basis as well.

As the online search advertising market begins to integrate more closely and more operators began to work together, new challenges for advertisers will emerge as well as new opportunities. Business people, advertisers and web content producers will all need to rethink their overall advertising strategies in order to stay competitive in this highly cutthroat market. No longer will it be enough to simply hope and pray that a campaign committed to either Yahoo or Google will bring successful results and traffic to a site however, it will become easier than has ever been to launch effective advertising campaigns online.