I don't see how Google can draw away Yahoo's online ad revenue. Only in the sense that Google competes with Yahoo for search impressions. On the media side of

I don't see how Google can draw away Yahoo's online ad revenue. Only in the sense that Google competes with Yahoo for search impressions. On the media side of things Google is not a serious competitor. That Yahoo can't monetize the search impressions they do get as well as Google (and thus would benefit from Google monetization deal) is purely a technical execution failure for Yahoo engineering and executives. To this day you can't take an export from Google AdWords account and import it in Yahoo. They say you can, but their SEM system is not powerful enough to support anything nontrivial.