'Yahoo 7', the only joint venture site between Yahoo and Australia's 7 network has recently undergone a big shakeup following a fall in traffic and poor advertising results.

Australian IT reports that inspite of a massive growth in the sector, Yahoo 7’s traffic has declined from 5.5 million in January, 2007 to 4.9 million in August, 2007 and advertising has been standing still.

Recently, Yahoo appointee and previous Chief Sales Officer, Markus Barnikel has been moved to a less responsible department. Even, Craig Wax, head of Yahoo Search Marketing, will soon return to the United States. Willie Pang, ex-official of Yahoo’s Panama project, will now lead the Yahoo Search Marketing team in both Australia and New Zealand.

For a long period, Australia has been a dominant market for Google. But, amazingly it is now going to be a broad market for Microsoft along with its local joint venture NineMSN, that holds a 26% share of main ad buying marketplace and followed closely by 'News Corp' and local media group, 'Fairfax Digital'. Both of them are operators of renowned sites including SMH.com.au and a variety of ecommerce ventures.

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