Internet advertising professionals may need to brush up in a number of areas if they are to fully maximise their campaigns following the impending introduction of the Search Alliance project, it has been claimed.

The venture will see Yahoo!'s paid search adverts powered by Bing through Microsoft adCenter servers and industry expert Matt Van Wagner suggested in an article for Search Engine Land that some online PR providers may need to alter their strategies to cope with the changes.

He said: "The first thing you should do is to set aside time to re-learn how adCenter really works."

However, he admitted search engine marketing specialists should "exercise restraint" until the transition is complete, as the companies are likely to switch their algorithms during implementation making it "like chasing moving targets".

According to the Yahoo! Search Marketing blog, users will need to set up an adCenter account by October 25th otherwise their ads will not be featured on its search network.

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