The buzz about Yahoo launching Yahoo Go may seem like a surprise, but that’s only because people got used to putting Google and Yahoo into a bucket marked ‘Search,’ as if it were separate from the bucket marked ‘broadcast’ in which ABC, NBC, CBS and Fox were kept.

The ‘leaping content’ theory forces us to empty the buckets into one big tank out of which content, whether it is video or audio, can feed the faucets of our multi-media devices. This is where the phone jack, the cable, and a broadband connection meet. Not to mention the DVR. At least some TV networks have begun to understand that. NBC’s Jeff Zuker, hastily getting out of his bucket, has said so much addressing the need for the linear to have its non-linear counterpart. Disney, too will start the trial run of its downloadable and streaming content. Apparently with interactive ad content.

To get back to the search engine bucket that no longer exists, they (the Yahoos and Googles of this world) are certainly moving into the mobile phone territory, and seem to be laying the groundwork for those in the leaky ‘broadcast’ bucket to move in. Which tells you something about who’s going to be in charge of advertising. Ready for a new bucket called ‘ad engines?’

I listened to a panel discussion last year where someone from Google spoke of always making sure their business model satisfied ‘the trinity of advertiser, publisher and end-user.’ Sounds like what ad agencies should have been doing all along.