Google and Yahoo have revised their search advertising partnership in the hopes of winning over the DOJ. Primarily, the deal has been reduced from 10 to 2 years and a cap has been placed that would restrict Yahoo to only being able to bring into 25% of their search advertising revenue from the deal with Google.
It’s unlikely that shortening the deal will qualm the fears of advertisers. Robert Liodice, president of the Association of National Advertisers, which opposes the deal, told the New York Times, “If a deal can’t survive long-term scrutiny, what’s the benefit of allowing it for the short term?”
Still, keeping Yahoo alive as the second place competitor in the search market is ultimately good for advertisers. As Mike Masnick over at TechDirt wrote, “We’re still waiting for a clear explanation of how this deal will actually negatively impact consumers, but some people still insist it will. For those who believe so, let’s ask a simple question: how is this any worse than Yahoo disappearing from the marketplace? Because if the company doesn’t do something soon that may be what we’re looking at.”
Related reading
The merged approach: How combining traditional and digital brings marketing success
Digital is vital to the success of any marketing strategy. Or is it? It's a bold statement but one that is only true if combined with traditional marketing, to really allow brands to effectively dominate the advertising space within their market place, regularly targeting and connecting with the consumer.
IWD 2018: Eight SEO ladies give their advice on being a woman in search
In honor of International Women’s Day 2018, we wanted to highlight the perspectives of women working in SEO, and how – if at all – they think gender affects the industry and the work that they do. Search Engine Watch spoke to eight successful ladies in SEO to find out their thoughts and advice on being a woman in SEO.
Ranker: How to make a Google algorithm-proof website
Any SEO or webmaster who has ever had a website affected by a Google algorithm change – or feared being affected by one – has probably wished that they could find a way to make their website “algorithm-proof”. One site believes it has found the formula.
Mystified by martech? Introducing the ClickZ Buyers Guide series
Search Engine Watch sister site ClickZ has just launched the first report in its new series of buyers guides, which aims to to disentangle and demystify the martech landscape for marketers.
