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Check out the very recent issue of Forbes (sorry, don't have the date) that features Yahoo's Tim Koogle on the cover. I found it very helpful in explaining exactly why they have a sustainable advantage in the advertising niche. For one, they can tell you how many left-handed, purple haired, retired ex-Navy SEAL 64-year old men in Timbuktu prefer synchronized swimming over water polo.

Companies can not only target potential customers, but measure their return on investment thru Yahoo, which is why they pay 10X the price. Granted, their revenue sources are a little top-heavy in advertising, but that is their core business, and they are very good at it.

I just opted in at $31, and think they have a lot of room to go up this year. The short-term thinking Wise are dragging this solid RuleMaker down with the rest of the herd.
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