advertising community

Yahoo and Google have delayed the start of their search-advertising arrangement and are reportedly back at the table revising the initial deal made in June. That deal has spurred much controversy in the advertising community in the past four months.

The two Internet giants shortened their existing ad agreement from 10 years to two and put a 25 percent sales cap on Yahoo's revenue in an effort to get approval by the Department of Justice, according to The Wall Street Journal. The revision also reportedly allows Google advertisers to opt out of having ads displayed on Yahoo sites.

The chairman of the House Subcommittee on Telecommunications and the Internet said he thinks online monitoring services working on behalf of the advertising community should be required to obtain clear approval before tracking the online activities of individuals.

There are notable differences between the typical data gathering that individual Web sites conduct and those deploying deep-packet technologies in broadband networks, Rep. Edward Markey (D-Mass.) noted during a hearing on the impact of deep-packet technologies on consumers, Internet service providers, and the Internet.