Living life has been and remains, as exemplified by web search, a process of searching for what we want or need - and the job of advertisers is to provide answers. Though that's not exactly what he said, CEO David Verklin of Carat Americas, speaking at the Yahoo Search Marketing summit, did say that search has become vital to marketing and advertising, writes MediaPost. "Search is becoming the behavior of choice," he is quoted as saying. "Our job as advertisers is to put our clients' products in the path of search behavior."

"Search will become ubiquitous," he offered, elaborating that "search" as a concept has transcended the notion of web search. Tivo, for example, is "a search engine for television," just as, for cars, GPS is a form of search, he said.

He proposed that marketers adopt a "web first" strategy, using search engines to send consumers to a client's website as a first stop. He referred to recent research showing that consumers who visit search engines frequently make a offline purchases.