Google ends its partnership with Yahoo!
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- The ANA (Association of National Advertisers) warned the Ministry of Justice that the partnership would consolidate control of advertising research by the two giants.
- Google and Yahoo! are reviewing their partnership agreement to display Google ads on the search engine Yahoo! Search!
- The authorities continue to have objections and reservations about the partnership between Google and Yahoo! although conditions were reviewed.
In short, these are just the headlines in recent days that have responded to a cancellation of the agreement as Google and Yahoo! have decided to take to counter Microsoft's advances for the purchase of the portal Yahoo!
Indeed, the U.S. Justice Department has stopped the issue of partnership between Google and Yahoo! in order to study it and see the impact of such a partnership on competition for the online search, since this agreement, if took place, will allow these entities, Google and Yahoo, control almost 90% market share of online advertising that can possibly lead to higher prices and reduce competition.
Faced with reluctance and questions from U.S. officials, Google decided to end this partnership that has never emerged.
In an official statement on the group blog, David Drummond, Google senior vice president, explains:
We believe the deal was positive for publishers, advertisers, users and of course for ourselves. But after months of investigations by regulators and despite our changes, it is clear that the authorities continue to have objections and reservations. We do not want to engage in a long battle, so we terminate the agreement.
The announcement by the Internet giant, Google, Microsoft will indeed return to its takeover bid given the fragile state that these facts have caused any Yahoo! studying the possibility of a merger between AOL and its portal and financial consequences that can have such a merger.
