An Attack from Yahoo !
Yahoo created new three advertising tools that they believe will help advertising online to connect target audience better and more effective. 
“The theory is that by observing user search behavior and activity on a site, a system can make adjustments to deliver the most relevant messages — and the greatest ROI.”
One way Yahoo is doing that is by combining its search and display ad strengths in a single offering. Someone searching for information on home improvement techniques, for example, would see ads for hardware stores.
So, this technology brings Web 2.0 effect onto surface and also parts of 7Cs. Which is mainly customization where the website adapts itself to customer needs.
