Yahoogle? GooHoo?

Today's Wall Street Journal has an article announcing the results of Yahoo's trial-run of Google's ad platform. The results? "Positive."

Despite Google's ad network having a smaller reach than Yahoo, Google's ads bring in "significantly" more money. Should a Google-Yahoo partnership shape up, that additional revenue could add up to $1 billion a year to Yahoo's coffers.

Granted, a partnership between the two search giants (Google's market share: 67%; Yahoo's market share: 20%; source: Hitwise) would likely be difficult impossible to get by regulators, it gives Yahoo more leverage against Microsoft's hostile takeover attempts. Redmond's April 7th ultimatum might hold a little less weight now that Google may be sniffing around. And even if they're not, Yahoo would probably be wise to play that card ;)

If a Google-Yahoo partnership were to emerge from this, what would that mean for your SEO/SEM campaigns? Would a singular entity in the market make it easier and cheaper to reach your audience? Would the new search behemoth be able to mold internet marketing practices to it's own terms, at the expense of current SEO techniques? Or is any merger/acquisition/partnership destined to fail simply because "GooHoo" is a ridiculous name?

Give me your thoughts in the comments.