Additionally, natural language, or Semantic Search – which enables users to pose queries as a properly phrased question, not with a couple of words – may come to the fore.

This next generation search engine obviously poses as many opportunities for advertisers as it does for consumers. However, for advertisers to maximise the revenue potential of these new opportunities, search companies must, in turn, evolve their campaign management applications.

In early 2007, Yahoo! will do this with its new search advertising platform. Future-proofed to evolve with new and existing trends in online advertising, the new platform will provide advertisers with enhanced capabilities and tools such as Geo-targeting and advanced analytics.

This will enable search marketers to work more like traditional marketers – not simply keyword specialists – by providing them with the capabilities and insights that will truly help them be more strategic and efficient in how they drive results.

New advertising platforms will also play a key role in what will be a major trend in online advertising during 2007 – mobile.

Like the year just past, 2007 will be another big year in online advertising. But whilst it will be a year of maximising revenue opportunities, we should not forget about maintaining a positive user experience – as they, after all, are the cornerstone of our industry.