Just What Kind of Ads are Running on Yahoo?

I saw a commercial today for Special K cereal. At the end of the commercial the announcer said, "go to yahoo.com and enter the keyword special k for more information". Great, maybe the search engines are finally beginning to implement one of the ideas I proposed for Google earlier this year.

I head over to Yahoo and enter Special K. Here are the first two results that are returned (it's an image):

So the first result is for "Kellogg’s Special K and Zafu: Find jeans that fit the new you" and the second is for "Special K". But wait, the second result has a 1. before it and the first result has a Y from the Yahoo logo before it. Is this a sponsored link? It doesn't appear the same way other sponsored links appear with the light blue background and a "Sponsored Links" title.

It's definitely an advertisement but without labeling. Anyone have ideas on what this type of ad would be classified as? Whatever type of ad it is, it's disappointing that Yahoo has decided that their audience doesn't need to know that Kellogg's paid money to appear above listing 1 with a juicier listing than anyone can buy using the keyword purchase program.