New industry data out on Tuesday showed Yahoo Inc may have started gaining share in the Web search ad market against Google Inc even as Google's share of search audience inched up.
One study by RBC Capital using data on ad-buying trends from Web search marketing firm SearchIgnite shows Yahoo outpacing Google in spending on search advertising, ad viewership and click-through rates during the first quarter.
Meanwhile, a report by Citigroup using data from research firm comScore showed Google gaining share against Yahoo in the overall Web
Let us not forget that the likely reason for Yahoo's progress is the fact that they have started to copy Google's best-in-class search advertising model.
First Panama implemented the Quality Index (based in no small part on Google's Quality Score), now the variable min bids (a long-time AdWords staple).
Is it any wonder Yahoo is "outpacing Google" in those metrics. Google has been having success with their model for some time now, and now that Yahoo has adopted many of its core aspects I would logically expect some progress.