Yahoo!-Google search tie-up could raise keyword prices

06/15/2008 | Advertising Age (tiered subscription model)

A deal announced last week in which Yahoo! will serve Google's keyword ads on its search engine is expected to bring in considerable revenue for both Web companies, but it could also have the effect of raising keyword prices for marketers, according to some analysts. This is because marketers could obviate the Yahoo! ad buying system in favor of Google, creating a tighter market for desired search terms.

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