1. Yahoo has been striking partnerships to deliver search ads on other properties outside of Yahoo sites and encourage more marketers to work with Yahoo.
2. The expansion of its newspaper consortium enables Yahoo to provide search and serve ads on online newspaper sites.
3. Yahoo will expand a key partnership with online auction service eBay to include PayPal, eBay's online payment processor, and Yahoo's revamped search-ad ranking system.
4. This gives PayPal's millions of business customers incentives to use the newly revamped Yahoo marketing tool Panama, which places ads alongside search results.
5. It also encourages Yahoo's small-business customers to use PayPal to process payments. Incentives include waivers of payment processing fees and Web hosting fees.
6. Yahoo will give prominence to eBay services within certain ads.
7. Yahoo will place a shopping cart icon within paid search ads placed on behalf of PayPal clients making it easier for Yahoo searchers to buy from PayPal businesses.
8. The companies also bolster their united front against Google, which is trying to create a PayPal rival in Google Checkout
9. Partnering with PayPal gives Yahoo greater access to PayPal's millions of business customers and more pages on which to serve ads.
10. Under the eBay agreement, Yahoo is the exclusive provider of brand advertising on eBay's sites and it will serve search-related text ads on eBay to complement products that users are shopping for.
11. The development of Panama was another key to narrowing the search advertising gap with Google. The new tool has increased the number of people who click on ads.
The World War III for advertising revenues rages on so strong!
Will it end? Will it leave winners? Or a wounded sub-divided throng?
[Click here for full story at: BUSINESSWEEK.COM]
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