According to MarketingVOX, Yahoo is considering a move to behaviorally targeted advertising. The idea isn’t unique. As MarketingVOX points out, Microsoft already employs behavioral targeting in its adCenter product and DoubleClick (which is set to be acquired by Google), does as well.

Oh boy… what a mess.

When you see someone that is successful, it’s sometimes easy to start following them. Before you know what’s happened, you’re spending more time following them around, emulating their behavior, than you spend doing your own thing.

This is what Yahoo is doing. They are following everyone - not just Google. Instead of putting their resources to use to take advantage of their massive user base - to create something unique or better - Yahoo is following anyone and everyone around like a hungry puppy.

It won’t work.

The SE wars will be won by several players, each of which cater to their own niche. It won’t be one conglomerate search. It won’t be a follow-the-leader Yahoo. If you want to succeed - and Yahoo… I’m talking to you here - build your own niche and stop chasing Google’s. Let Mountain View have what it has and work on something of your own.

I don’t see you taking Google’s niche away and in the meantime, while you follow everyone else around, you’re losing yours.

- Matt

P.S. Where’s my $80 million payment for this advice?