Google Adds Ads from Oingo

OK, actually Google has purchased Applied Semantics (the company formerly known as Oingo). Their press release quotes Sergey Brin saying "This acquisition will enable Google to create new technologies that make online advertising more useful to users, publishers, and advertisers alike." So the purchase is helping Google the advertising agent and will likely be used for their content-targeted advertising. Will it impact search beyond the ads? We'll have to wait and see.