Google's recent feud with eBay that saw the auction site pull its ads after the search giant launched its competing Google Checkout service, could result in other companies challenging Google's dominance, according to a report in The New York Post.

"It's the very first time a major advertiser has stood up to Google and Google has backed down," Kevin Heisler, an analyst with JupiterResearch, told The New York Post. "I think the most dangerous message it sends is that other top advertisers may decide to follow eBay's lead."

The battle began in earnest last week when eBay pulled its ads in retaliation for Google's decision to launch its competing Checkout service during eBay's recent user conference in Boston.

Since the skirmish began, eBay has upped its ad buys on Yahoo! and MSN.