The search engines, in terms of advertisement display have been somewhat erratic until now.
Usually a relation can be established between the editorial search result and the advertisement displayed along with it.
Yahoo is now in process to classify surfers into following three categories to organize its advertisement display:
1. Those who stick to editorial and click search results.
2. Those who settle toward ads, and
3. Those who clicks ads and editorial erratically.
This step would surely help to organize ads on their search result pages. Moreover, advertisers can develop different type of ad campaigns for different categories.
Via Business Week
