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The echoes of Yahoo!’s decision last week to buy paid-search powerhouse Overture will be heard throughout the online ad industry for years to come.
One of the key ripple effects will be in how Microsoft’s MSN, a key Yahoo! rival that licenses Overture’s search technology, will respond.
It is in the area of paid-search- technology licensing that observers see the biggest impact of the Yahoo! deal, especially since advertisers will likely continue to buy on both Overture and its rival Google.
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