According to a report in the Wall Street Journal today, Google may be getting cold feet. In a last-ditch effort to avoid a merger with Microsoft, Yahoo said it was considering teaming with Google in a search advertising deal. But some Google executives are now questioning whether that’s a good idea
Google knows any deal with Yahoo will face tough scrutiny from regulators in Washington and the European Union.
Last month Yahoo ran a two-week test displaying some of Google’s search ads on about 3% of Yahoo’s traffic. Both Yahoo and Google said the experiment went well. The two are reportedly in talks to outsource Google’s search technology in a non-exclusive arrangement.
Could Google have entered into the test with Yahoo to simply break up Microsoft’s acquistion of Yahoo?
Microsoft CEO Steve Ballmer admitted that Google was a factor when it walked away from Yahoo
In a letter to Yahoo CEO Jerry Yang, Ballmer said his company would not be willing to deal with the “host of regulatory and legal problems” that it would inevitably inherit if Yahoo partnered with Google.
Last month Microsoft’s general counsel Brad Smith lashed out at the two big Internet sites for partnering even in a limited test. He argued that a Google-Yahoo combo would give Google a 90% share of online search advertising and that “this would make the market far less competitive.
Microsoft would aggressively lobby against a long-term partnership between Google and Yahoo.
Damir says
Interesting post
JBlack says
Nice article. You have the best blog out there now Mike IMO.
jeff Schneider says
We are of the opinion, that Yahoo is the most undervalued site on the web. They hold the high ground and in the very near future they will figure out a way to capitalize on yheir massive visitors base. Buy yahoo NOW
Steve M says
Jeff,
Agree that; given their huge regular user base and all the things they do right (which receives little press); Yahoo is very undervalued.
And actually, there is something they could do that’d be a big help for their income:
Enable everyone to enter queries like “male (sex) + 50k/yr (income) + married + 3 kids + football + (etc)” in their search box…and deliver ads laser-targeted to peoples demographics…yet totally anonymous.
Yahoo, MS, and now Google have begun enabling some “demographic bidding” within their respective PPC ad platforms, but it’s just not–yet at least–the robust yet simple approach like it should be.
We’ll see it someday.