Over at Venture Beat Dave’s got a plan for Yahoo.
I think he makes good points, but I maintain that Fixing Yahoo is even easier, to wit:
Publishers are willing to spend a LOT of innovations and time finding the best monetization relationships with search engines and these can generally beat Google’s automated routines. If you add this to cost per sale follow up metrics you have something that is unspoofable and better than Google, where advertisers continue to pay *hundreds of millions* per year (perhaps as much as a billion) for useless clicks if you assume that 20% of all clicks are worthless or fraudulent.
Google is milking the cow until the cow gets smart. Fortunately for Google evolution is slow and we humans are stupid.