Search News Desk
Yahoo & Google Think They Can Pull Off Ad Deal: WSJ
Have the Pair Come Up with a Way Around the Justice Department's Anticipated Objections to Them Climbing Into Bed Together?
May. 5, 2008 04:15 PM
Digg This!
At press time the Wall Street Journal was reporting that
Yahoo! and Google think they’ve come up with a way around the Justice
Department’s anticipated objections to them climbing into bed together – one of
Yahoo!’s alternatives to being acquired by Microsoft – and that a deal could be
announced next week.
Yahoo!, the Journal said, was just waiting to see which way
the Microsoft chips would fall – whether Microsoft would turn hostile or
retreat.
They think the trick lies in a non-exclusive deal – and they
think they could get away with it without undue bad press.
The Journal says they’re thinking of a real-time auction
system “that would choose the most lucrative ads for any given consumer query
from among those sold by Yahoo!, Google and any of their competitors” – even
Microsoft’s ads could be sold alongside Yahoo’s search results.
It could even happen if Microsoft acquired Yahoo!, the paper
said.
Whether it would pass regulatory scrutiny remains to be
seen. It’s unclear whether they’ve sounded out the DOJ, which has been asking
questions since Yahoo! and Google ran their two-week experiment and reportedly
raised an eyebrow at least. Google and Yahoo together represent 83% of US search
advertising, according to one estimate.
Citigroup estimates that outsourcing search advertising
completely to Google would increase Yahoo!’s cash flow by a billion dollars a
year.
About Maureen O'GaraMaureen O'Gara is the Virtualization News Desk editor of SYS-CON Media. She is the publisher of famous "Billygrams" and the editor-in-chief of "Client/Server News" for more than a decade. One of the most respected technology reporters in the business, Maureen can be reached by email at maureen(at)sys-con.com or paperboy(at)g2news.com, and by phone at 516 759-7025.