My friend Bin pinged me and asked me what I thought of this article. Here was my response:

"That's interesting. I've been reading some about that. I don't see how serving Google ads is going to help Yahoo much though. Maybe the ads will be more relevant and people will click them more? Is that what they are trying to do?  Even if it makes Yahoo more money, it seems like a band aid. If it's not a band aid, then I see it as a move toward using Google for organic and paid search.
 
I think the problem is Yahoo just doesn't have enough people using their search engine They should focus on improving their SERPs or do something innovative with their SERPs instead of focusing on paid search. Then people will come and use their engine.
 
Or even better would be to launch some sort of agressive advertising campaign showcasing Yahoo products.  Yahoo has a ton of stuff Google doesn't have, but people don't know about it. They own Flikr, Hot Jobs, Personals, Games, all kinds of stuff that Google doesn't have. If they would market some of those products then, they could build long term customers. I think if Yahoo marketed themselves as what they are (a full service internet destination) instead of trying to be like Google, they would have much better success. Google is at the top search. Yahoo just needs to realize that, and find their strenghts elsewhere (ie. in Googles weaknesses). Yahoo is not really a search engine anymore. "

What are your thought's on the article? Do you agree or disagree with me?

Yahoo yahoo