chiyo - 12:15 am on Jul 19, 2002 (gmt 0)

I see the most significance of this change being for Overture.

The FTC moves already negatively affect Overture as most of their partners are fairly shy in acknowledging their overture content as paid.

Now this AJ change, prompted "purely by financial reasons", suggests that for the first time really, Google's PPC is competing significantly with Overture for increasing revenue for portals and other SE's.

Overture have their backs to the wall for the first time since their golden years following their partnership with AV etc.

The other second tier PPC sources should also be worried. None of them have really been able to compete with OV. Now they have Google to compete with as well.