Advertisers Protest to Justice Dept. On Google-Yahoo Partnership

The Association of National Advertisers, representing 400 companies and whose board counts executives from some of the biggest companies, announced a written objection was sent to the Justice Department to protest the proposed Google-Yahoo search advertising partnership.

ANA President and CEO Bob Liodice said that the deal, “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.”

The partnership deal is currently being reviewed by the Justice Dept, an alliance where Google would share some of the search advertising for Yahoo, and a dozen states are also examining the proposal.

Critics fear that Google, already the number one internet company, could gain a monopoly in internet advertising if the partnership with Yahoo materializes, with the advertising market share at around 90% if Google and Yahoo team up, according to the ANA. Google feels that both users and advertisers will benefit because it’s algorithm for ad placements related to search query is undeniably the best on the internet.

Read The Full Washington Post Article

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