Google and Yahoo, or Goohoo! as we like to call them, have decided that it would be best for them to "see other people", thereby ending the agreement they entered into four months ago.
It seemed, at first, like the agreement would be beneficial to everyone involved. For starters, it would have allowed Yahoo, along with their existing publisher partners, to show more relevant ads for queries that currently generate few or no advertisements. Better ads are more useful for users, more efficient for advertisers, and more valuable for publishers.
Government regulators and some advertisers still have nagging concerns about the agreement, however, and both parties have decided that continuing the relationship would be more trouble than it's worth.
Presumably, Yahoo will now ask for its belongings back and begin primping and looking for another potential suitor...perhaps a blind date this time!
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