Yahoo is working to make pay-per-click advertising more effective.  Yahoo is currently analyzing visitor behavior with a metrics system that could potentially make online advertising much more specific.  Instead of charging for advertising based simply on how many people click a link, measures could include “hover time” (how long a visitor stays on a page), and “friends” (how many people a visitor has in their social network and how likely they are to recommend websites to those friends).  This is part of a push toward more individualistic, intuitive results in search engines (remember Bing’s initiatives).  Yahoo hopes to customize online business advertising along with SERP (Search Engine Response Page) results.

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