CNet reports that the search advertising agreement between Google and Yahoo can seriously impact advertisers -- in a bad way. CNet's report states that "A Yahoo-Google deal could drive up Yahoo keyword prices by an average of 22 percent." The end result: Google and Yahoo win, but the smaller people (read: the advertisers) may not necessarily fare well.
Advertisers are starting to feel the heat of the potential "monopoly" as one forum member puts it. One forum member on WebmasterWorld wonders who will be paying the 22%. I'm going to assume it's coming from the advertisers.
Maybe this is a partnership that people should hope doesn't go through!
Forum discussion continues at WebmasterWorld.