When myself and others talk about the "search engine wars" or the competition between the major search players, there are several aspects of the industry that are included in that battle. CNN says it's really a battle for ads and ad space and CNN Money has a good article on the competition between Google, Yahoo, and… Ask.com?

I've been saying for a while now that Ask.com is the player that no one will see coming.  It's got great search technology, cool tools, and the promise of integration between all 6 million of it's parent company's (IAC/Interactive) services.  And yes… 6 million is an exaggeration.  According to CNN Money, Ask.com could be the wild card that gives the competition a viable chance at competing with Google.

Of course, that deal hinges on some uncertainties that I'm not sure will ever happen.

For one, Microsoft would have to buy Yahoo… and I've already said I don't think that will ever happen.  It's perhaps less of a stretch to think they might partner in some way but, like I said, that's a stretch.  The second contingency of CNN Money's plan is that Ask.com would have forgo resigning the deal it currently has with Google to display sponsored ads from Google on Ask.com.  Without another lucrative option to take it's place, Ask.com probably isn't ready to do that yet.

I agree that Ask.com is in an interesting position for this battle.  Another CNN article says that it's the only search engine besides Google to increase its market share this year.  It's also the only internet company besides Google that can claim gains on Wall Street this year.  So it's quite possible for Ask.com to play the role of wild card search engine in the future.

I'm just not sure what incarnation that role will manifest itself.