Content_ed - 2:30 pm on May 18, 2006 (gmt 0)
I don't agree with the branding comments. Yahoo! is as big a household name as Google if not bigger, even though people don't use Yahoo! as a verb. They are buying low cost clicks in hopes of turning them into high cost clicks on their own ad network - arbitrage. They made it clear in their analyists conference yesterday that they want to maximize their paid search revenues. All of the fee based services they have (which Google doesn't have) can't juice their stock, because the growth is seen as limited.