It’s not a surprise that search advertisers are wary of Yahoo’s deal
to have some of its search ads sold by Google. After all, that extra
money that Yahoo is hoping to get from the arrangement is coming from
somewhere: the pocketbooks of advertisers.
One measure of what sort of effect this will have was published Tuesday morning by SearchIgnite,
a company that sells software companies use to manage their search
advertising. Its conclusion is that overall, the cost to advertisers of
a click from Yahoo’s site will go up by 22 percent if Google sells the