Search News Desk
Yahoo! Plays Google Card
Yahoo! Says It's Going to Try Offloading Some Ad Placement to Google
Apr. 12, 2008 10:00 AM
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Yahoo says it’s going to try offloading some ad placement to
Google, experimenting with using Google’s AdSense for Search service to deliver
relevant Google ads alongside Yahoo’s search results.
Yahoo made the announcement after the stock market closed.
It didn’t take long for Microsoft’s chief counsel Brad Smith to lob antitrust
claims at the unholy alliance.
Yahoo and Google trotted out such a scheme as a possible
hidey hole for Yahoo to crawl into to avoid takeover by Microsoft after
Microsoft went public with its offer two months ago.
Microsoft branded it anti-competitive then and has now
repeated the charge.
In a statement Smith said, “Any definitive agreement between
Yahoo and Google would consolidate over 90% of the search advertising market in
Google’s hands. This would make the market far less competitive, in sharp
contrast to our own proposal to acquire Yahoo.”
He then said, “We will assess closely all of our options.
Our proposal remains the only alternative put forward that offers Yahoo
shareholders full and fair value for their shares, gives every shareholder a
vote on the future of the company, and enhances choice for content creators,
advertisers and consumers.”
Over the weekend Microsoft delivered an ultimatum to Yahoo
giving it three weeks to come to terms or suffer a proxy fight for control of
its board. Microsoft also threatened to lower its bid. Yahoo’s retort was to
ask for more money.
Yahoo says the test will apply only to traffic from
yahoo.com in the US,
last up to two weeks and be limited to no more than 3% of Yahoo search queries.
The original negotiations, which pre-date Microsoft’s bid,
were about outsourcing search advertising in Europe
to Google. It’s been estimated that Yahoo could increase its cash flow 25% by
outsourcing its search ads to Google.
Yahoo says it’s exploring strategic alternatives to maximize
shareholder value and that “the testing does not necessarily mean that Yahoo
will join the AdSense for Search program or that any further commercial
relationship with Google will result.”
It also said it “would not comment on the nature or timing
of any potential relationship.”
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.