The company wants to use its savvy in running auctions of ad keywords on the Web to run real-time auctions of available spectrum to interested service providers.

FORBES: Radio Google

The site now hosts real-time webcasts of live auctions once a week or so, with web bidders represented in the real-world auction room by a Dove employee with a paddle.

ECONOMIST: The new old thing

One reason is the popularity of online auctions, where advertisers buy data about users' Web browsing.

WSJ: Online Tracking Increases, Fueled by Ad Auctions

Although it now conducts online auctions, its more striking innovation was broadcasting live events on the web and allowing off-site participants to make bids in real-time.

ECONOMIST: If you think B2B marketplaces are dead, read on

Millions of people use Yahoo every day for e-mail, instant messaging, scheduling, Web photo albums, personal home pages, shopping, bill paying, games, auctions and more.

FORBES: The Killer Ad Machine

It will also come in handy for dealing with auctions on eBay (nasdaq: EBAY - news - people ) and translating the occasional Web page in Russian or up to 12 other languages.

FORBES: Magazine Article