So, Yahoo, you were looking for a new strategy. How about surrender? Rich Skrenta notes that the internet media giant could add $1.5bn in revenue if it abandoned its own search advertising efforts and allowed Google to represent its inventory. To be sure, this would represent a gigantic loss of sovereignty for any company dependent on ad sales. Yahoo would also have to swallow its pride: Google once depended on it for traffic; and Yahoo, the original internet company, could have bought its younger search engine rival for $1bn earlier in the decade. But Sunnyvale could right now negotiate a deal to keep Google's commission to a minimum. And there's one other reason for moving quickly. The world's lumbering anti-trust authorities haven't yet fully recognized Google's domination of internet media. A Yahoo surrender would give Google a near-monopoly of search advertising. Better do that deal while it's still possible.

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