DM News: Marketers Want Content Listings Separate From Search

Despite the best hopes of Yahoo and Google, it's quickly becoming a unanimous opinion in the search engine marketing industry that search inventory and contextual placements shouldn't be lumped together, as both Google and Yahoo do with their paid placements applications. The major search engines are eager to mix them together to provide more inventory to placement-starved advertisers, but the marketers point out that these different types of inventory act quite differently and require different optimizations.