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Advertising agencies are bullish on the long-awaited Yahoo-Microsoft search deal. They believe it represents an important step in restoring competition to the search arena, although they doubt it will fundamentally alter the market.
 
Even so, the increased competition should help drive innovations and investments from Google, Microsoft and Yahoo, several agency executives noted, while providing an important counterweight to Google. Many, however, cautioned that it would do little to threaten Google's search primacy, since it commands some 70 percent of the market.

Read the full story on MediaWeek