Back in September, we posted several articles that followed the Google/Yahooo advertising deal in the making. Looks like the dust kicked up by the Advertising Groups and the involvement of the Dept of Justice with their hiring of super lawyer Sandy Litvack have changed the game for the two Internet companies. Marlene
This originally appeared in a posting By Reuters
2008-11-04
http://www.baselinemag.com/c/a/Search/Yahoo-Google-Revise-Deal-in-Hopes-of-Approval/1/
The
two Internet companies have submitted a reworked proposal to the U.S. Department of Justice that
shortens their partnership to just two years from 10 years, the source said.
The revised deal also caps the percentage of search revenue that Yahoo can
collect from Google at no more than 25 percent, and lets Google advertisers opt
out of being placed on Yahoo, the source said.
WASHINGTON/SAN
FRANCISCO (Reuters) - Yahoo Inc and Google Inc have drastically scaled back the
scope of their search advertising deal, a person close to the discussions said
on Monday, in a last-ditch effort to win U.S. antitrust approval.
The move comes
after Google appeared to be on the verge of walking away from the partnership,
which was announced in June to foil Microsoft Corp's takeover attempt of Yahoo. The deal has
since drawn scrutiny from U.S.
regulators amid a growing chorus of criticism from advertisers.
The two Internet companies have
submitted a reworked proposal to the U.S. Department of Justice that shortens
their partnership to just two years from 10 years, the source said.
The revised deal
also caps the percentage of search revenue that Yahoo can collect from Google
at no more than 25 percent, and lets Google advertisers opt out of being placed
on Yahoo, the source said.
Yahoo spokeswoman
Tracy Schmaler said in an emailed statement the company continues to work with
the Justice Department and discussions are ongoing.
Google spokesman
Adam Kovacevich declined to discuss the details of the process.
Analysts said the
new terms could help the deal get past regulators, but questioned whether such
a limited partnership would be financially lucrative to Yahoo, which is a
distant No. 2 to Google in the web search market.
Mukul Krishna,
digital media global director at consulting firm Frost and Sullivan, described
the revised terms as "more of a Band-Aid than the extensive surgery that
is needed" for Yahoo.
"This
sweetens the deal to go through antitrust red flags and gives (Yahoo CEO) Jerry
(Yang) some breathing space, but how much money it would add to Yahoo's top
line would be very crucial," Krishna
said. "And it doesn't answer the question, what after two years?"
Mark May, an
analyst with Needham & Co, said Yahoo's willingness to limit the scope of
the deal "tells us that other alternatives are either not available or not
attractive at all."
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