US advertisers want to prevent alliance between Google and Yahoo
The US Association of National Advertisers wants to prevent the planned cooperation between Yahoo and Google in search engine marketing. It is concerned about the dominant market position that would be created by the alliance.
The Association of National Advertisers (ANA) filed a complaint with the US Department of Justice on Sunday against the planned alliance between Google and Yahoo in the field of search engine marketing. The cooperation was successfully initiated by Yahoo in its fight against the takeover by Microsoft. The ANA represents major American advertising clients such as General Motors and Procter & Gamble. The latter was named Advertiser of the Year 2008 in Cannes this year.
The complaint filed with the US Competition Commission is aimed at the dominant market position that the cooperation between the two largest advertising providers in search marketing would entail. It would give Google the right to sell search and text advertising on Yahoo, whereby the revenue would be shared with Yahoo. In 2007, Google had a market share of 76.6 percent in US search engine marketing, Yahoo held 17.9 percent and Microsoft 5.5 percent.
According to the Wall Street Journal, it is uncertain whether the lawsuit will be successful. Nevertheless, it carries great weight due to the high prestige of the Association of National Advertisers and is a heavy blow for Google and Yahoo for this reason alone.
The complaint filed with the US Competition Commission is aimed at the dominant market position that the cooperation between the two largest advertising providers in search marketing would entail. It would give Google the right to sell search and text advertising on Yahoo, whereby the revenue would be shared with Yahoo. In 2007, Google had a market share of 76.6 percent in US search engine marketing, Yahoo held 17.9 percent and Microsoft 5.5 percent.
According to the Wall Street Journal, it is uncertain whether the lawsuit will be successful. Nevertheless, it carries great weight due to the high prestige of the Association of National Advertisers and is a heavy blow for Google and Yahoo for this reason alone.
