Yahoo and Google test advertising cooperation
The two rivals, Yahoo and Google, are joining forces to test a partnership in online advertising. In doing so, Yahoo is standing up to Microsoft, which is seeking to acquire it.
The two rivals Yahoo and Google are joining forces and testing a cooperation in online advertising. This is Yahoo's way of standing up to Microsoft, which is looking to take over the company. The planned test will last up to two weeks and is limited to a small part of the search ads on Yahoo's US website, the company announced. A maximum of three percent of all search queries will be included in the test. Both sides want to assess the business potential of a more comprehensive outsourcing of search-based advertisements from Yahoo to Google.
A close relationship with Google could help Yahoo to fend off a previously unwanted takeover by the software giant Microsoft. Microsoft immediately reacted to the plans with harsh criticism: a collaboration between the two companies could dramatically restrict competition.
A few weeks ago, Microsoft submitted a takeover bid for Yahoo, which the search engine company rejected. The trial run with Google alone is not a real obstacle to a sale of Yahoo to Microsoft, according to the US media. However, it could increase the pressure on Microsoft and show Yahoo shareholders that their company also has alternatives to a sale.
A close relationship with Google could help Yahoo to fend off a previously unwanted takeover by the software giant Microsoft. Microsoft immediately reacted to the plans with harsh criticism: a collaboration between the two companies could dramatically restrict competition.
A few weeks ago, Microsoft submitted a takeover bid for Yahoo, which the search engine company rejected. The trial run with Google alone is not a real obstacle to a sale of Yahoo to Microsoft, according to the US media. However, it could increase the pressure on Microsoft and show Yahoo shareholders that their company also has alternatives to a sale.
