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Yahoo's (and eventually MSFT) entrance into the 'network publisher' market are going to drive down keyword prices, since at the moment, Google has no competition in this field. once advertisers have three options for their PPC, the fight will be for publisher real-estate. prices for keywords will go down, and that means each player will need more and more publisher space to keep meeting the bottom line.
at this point, one of the players has to pull the trigger and drop its publisher standards. does this mean adult?
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