Executive Summary (This is a document excerpt)

Yahoo! bought social bookmarking and tagging leader del.icio.us to add bookmark tagging to its social computing portfolio. The value of tagging is that when individuals label something online, they call it out as valuable. If enough people tag Yahoo!-stored assets, then the collective intelligence of the masses is captured for all to use, and Yahoo!'s site becomes richer, clearer, and more satisfying — all magic words to an ad-supported business model. Other portal, search, media, and retail sites should join the ranks of Yahoo! in making tagging a core asset.

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