I remember talking with Tom Hachstatter, another senior Yahoo! executive, about this maybe 8-9 months ago and thinking that advertisers would be giving away a lot about their sites if they allowed this. Now it seems they are reverse engineering it.... but it still has to be tied to the publishers and advertisers as well as the viewers... and that is where the sharing of the information gets touchy. I spend a lot of money developing the right mix and then Yahoo plans on sharing it with my competitors (who are part of anyone who can get access to this stuff).
Guess everyone will be letting other people do the research and spending and just wait around for Yahoo! to point them where to profit from it.