iVillage Kicks out Google, Invites Yahoo

iVillage (NASD: IVIL) the women's information portal announced yesterday that they would be switching from Google (NASD: GOOG) ads to Yahoo (NASD: YHOO).  It goes without saying that in terms of hard number this is entirely insignificant for the two competitors.  But I expect more defections to follow, if only for one simple reason "Google Fatigue".  Publisher's have been running Google ads for some time now, and the mere existence of a competitor might induce some to "give it a try", and switch.  We'll see.