To Microsoft’s loss, Yahoo is considering entering into a Google partnership and might eventually brake up with Bing altogether.
Bing, the Microsoft web search engine, was the sole provider of Yahoo’s search results and ads, however the partnership got revised and became non-exclusive meaning that both companies now have the liberty to take full control of their ad platforms when it comes to searches.
The tests were uncovered when Aaron Paul / CEOBook discovered that some Yahoo results had Bing adds while others showed Google ads when alternating browsers. The partnership was confirmed by both yahoo and Google but the details were not discussed.
However this Google partnership which at this time only consists of “small tests” is not solidified in any way and might not be feasible at all.
Google and Yahoo wanted to sign a search-ad partnership back in 2008 but the deal was never finalized. Google elected to pull out of the deal when the Department of Justice indicated that the partnership would break antitrust laws and force government regulators to challenge it in court.
Even if the partnership would be allowed by government regulators and could be signed, Yahoo has not specifically discussed any of the partnership details.
On the contrary Yahoo officials tried to distance themselves from any kind of speculation regarding future plans saying that “As we work to create the absolute best experiences for Yahoo users, from time to time, we run small tests with a variety of partners including search providers,”
The statement could indicate that Yahoo is only assessing the situation and has not yet set any definitive future goals. Another problem is the partnership between Yahoo and Mozilla which was formed on the basis that Mozilla did not want to continue using Google’s search engine for reasons involving market competition.
A partnership with Google might also draw unwanted attention, not only from the U.S. Department of Justice but from E.U. regulators as well.
A five years investigation made by the European Commission into Google’s anti-competitive actions could end in fines and mandatory changes in to how Google operates on the European continent.
The Commission announced that Google should expect antitrust charges to be laid against it, and also considerable fines that should “act as a deterrent” levied with the use of AdWords revenue collected from European users.
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