According to several sources, Yahoo's SVP of U.SRevenue and Market Development Joanne Bradford is planning on leaving the Internet giant to take a new position as Chief Revenue Officer of online content upstart Demand Media.

The surprise move is sure to have reverberations throughout the online advertising arena, but more so at Yahoo, where Bradford's job encompasses a wide range of key revenue-generating duties She has also been tapped as one of the execs to play a key role in the recently approved search and online ad partnership with Microsoft..