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And it was probably in the kind of 2002 time frame when we really started to experiment with Google and Overture which, you know became Yahoo, Yahoo's paid search program. So we became very sophisticated with the analytical rigor behind paid search marketing and understand, 'OK, how do we want this to perform? search ads. In 2000, people had all kinds of assumptions about buying and selling tickets to events. They assumed it was illegal or that they'd get ripped off or that it was a small-time business run by guys who stood outside of stadiums.

Today's announcement of the 10 year partnership between Yahoo! and Microsoft has effectively ended Yahoo! grand experiment in search.  Remember early 2003 (see picture below) - back then Yahoo! had still not rolled out it's own algorithmic search and was outsourcing it's paid search The company then made moves to invest in the core search technology, acquire Overture (for its search monetization solution) and immediately drive shareholder value (as the stock price went from ~$15 to ~$39 over the course of 2 years).  Today's deal may very well be the right economic decision for Yahoo!