Revenue Model
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About 88% of revenues for the fiscal year 2009 came from marketing services. The largest segment of it was from search advertising, where advertisers bid for search terms to display their ads on the search results, on average Yahoo makes 2.5 cents to 3 cents from each search.
Other forms of advertising that bring in revenue for Yahoo include display and contextual advertising, with the latter providing the basis for the "Keystone" initiative (developed by Yahoo to develop an "ad selection technology for direct and online marketers to place non-guaranteed advertisements on publisher sites.").
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