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In other news, even if Yahoo and Google are competitors, Yahoo has begun advertising on Google, using Google's AdWords program. AdWords works by having clients bid on keywords that can be used to query search engines. These keywords, when searched, will cause Google AdWords to display text ads associated with the content of the search.

The keyword which Yahoo is using to advertise on Google is "RSS." RSS, which stands for Rich Site Summary, is a format for, according to XML.com, "syndicating news and the content of news-like sites." When users search the term RSS in Google, Yahoo's keyword related advertisement garners the top AdWords position.

In other news, LookSmart and the University of California at Berkeley, announced a partnership under which LookSmart will develop a branded web search property for Cal Athletics. This deal will support the university's athletic programs, while supplying highly relevant search results to Cal students and alumni. Beginning this summer at CalBears.com, CalBearsSearch.com and via a toolbar application, CalBears Search (tm) will provide results powered by LookSmart's proprietary search technologies and 1.2 billion URL index.

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