The search engine advertising war is starting to hot up with Yahoo set to take on Google's reign over paid search ads.
Yahoo have overhauled their advertising system and promise to generate higher revenue and enlist more clients.
This comes at a time when Microsoft recently unveiled its search advertising program saying they would invest up to $6 billion in a bid to catch up with Google.
Currently Google still dominates the paid search ads market and they don't seem to be worried by the advances that Yahoo or MSN have made.
"There's been nothing that's announced that makes me want to change what we do," says Richard Holden, director of production management for Google's paid search programs.
This probably has something to do with the fact that google made over $1 billion in profits in the 1Q primarily from text-based ads and according to ComScore Media Metrix MSN and Yahoo have both lost search market share to Google in the last year, in March Google had 42.7% share to Yahoo's 28% and 13.2% for MSN.
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