Association of National Advertisers against Google-Yahoo deal

Association of National Advertisers against Google-Yahoo deal

The Association of National Advertisers has expressed their objection to the deal between advertising companies Google and Yahoo.

Google and Yahoo signed on a deal earlier this year which would see Google providing advertising on some search result pages in US and Canadian market.

This deal was part of Yahoo’s attempt to avoid getting acquired by Microsoft.

Association of National Advertisers has now sent a letter to the government regulators saying that the deal would result in a collaboration between Google and Yahoo which would control 90 percent of search advertising inventory.

The letter further said that the deal would diminish competition, increase concentration of market power, limit choices currently available and potentially raise prices to advertisers for high quality, affordable search advertising.

Checkout: Association of National Advertisers

More information:

ANA Recommends Against Google-Yahoo Search Advertising Partnership in Letter to Department of Justice

The ANA has sent a letter to Thomas O. Barnett, Assistant Attorney General, U.S. Department of Justice (DOJ), citing its objections to the announced Google-Yahoo search advertising partnership now under review by the DOJ. In preparing this letter, ANA conducted a comprehensive, independent analysis, which included input from the Board’s members and face-to-face discussions with Google and Yahoo.

The letter, authorized by the ANA Board, notes that a Google-Yahoo partnership will control 90 percent of search advertising inventory and states ANA’s concerns that the partnership will likely diminish competition, increase concentration of market power, limit choices currently available and potentially raise prices to advertisers for high quality, affordable search advertising.