Now that all three major search engines have their ads programs I expect that, in the near future, these companies will start competing for webmasters interested in using their ads. So, for instance, when we employ Yahoo for searching some topic, it is their maximum interest to have sites with Yahoo ads in the top positions. The same probably will happen with Google and MSN. Having or not ads from the company that we are using for searching the web will be another element for ranking sites in a particular search. Is this scenario plausible?
Plausible, of course... But could you imagine the outrage? What happens to the sites that don't use advertising at all? I doubt it would happen, or at least not enough to be noticeable?
I believe that the major search engines have thought about it but they will never implement that scenario. That would really be bad for them, users, webmasters and everyone else involved.
You never know what goes on behind the scenes! It is plausible but it would have to be very small so that people didn't catch on. You could always check the bot and dish out ads depending on the engine