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(Continued)     The RFS Newsletter, Jul. 22, 2006. Page 5
Yahoo's stock price dropped almost immediately after the second-quarter numbers came out because investors had been hoping the results would better the average estimate of 11 cents per shares among 34 analysts polled by Thomson Financial. The backlash intensified during an analyst conference call when Yahoo management revealed a much-anticipated change in its formula for displaying ad links will be delayed by at two or three months. Investors have been eagerly awaiting the new ad platform, hoping the improvements would enable Yahoo to do a better job displaying short ads for Yahoo's audiences to click.

The clicks on those ads, which typically appear as text on the top and sides of Web pages, are critical because they trigger commissions for Yahoo and its partners. Google's financial growth during the past two years has outstripped Yahoo's partly because it had developed a better formula for determining which ads to display alongside search results - an advantage that even Yahoo Chairman Terry Semel conceded.

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