Finally both parties got consent from the United States and European Union, the much needed regulatory clearance in Pay Per Click and Search Engine Marketing. The unified force is to give a tough competition to Google Adwords in thePay Per Click market. The goal is to bring the Yahoo! and Microsoft Search Alliance to, at least, the U.S. by the end of 2010.  The other selected countries will follow the suit.
Impacts as a user
1.    No change to your PPC account or service.
2.    PPC Ads will continue to serve on Bing search results pages and Microsoft.
3.    Tough competition to Google adwords
Questions as a user
1.    How do we optimize ads in PPC?
2.    How do we optimize keywords?
3.    Will our ads compete with one another in  Search Engines?
4.    What is the guarantee that user will not be left in lurch in case of divorce?
searchalliance.com says that the search ad inventory from Yahoo!, Microsoft, and their respective partners will be combined into a new unified search marketplace.  This will give the PPC advertisers of all sizes access to a combined audience of nearly 577 million searchers worldwide.  But while preparing a campaign you may need to look into two search engines to finalize keywords, ads and more.  In case of a separation, you will be forced do a lot of re-work.
 
The other side is that the market will become more competitive and the user can look for better return for his investment in the Pay Per Click Market.