Yahoo Is Unleashing a New Way to Turn Ad Clicks Into Ka-Ching

New York Times: "When Yahoo finally switches on the new search-advertising software code-named Project Panama this summer, users of its search engine will hardly notice a difference. But if Yahoo's project was worth the two years and tens of millions of dollars it cost — far more money and time than it expected — users will find the text ads adjacent to the main search results just a little more interesting, luring them to click on those ads a little more often."