The US Association of National Advertisers announced on Sunday that it has sent a letter to the head of the antitrust division of the US Department of Justice, citing its opposition to the Yahoo-Google search-advertising deal.
The Association of National Advertisers (ANA), a powerful group of more than 400 companies that spends more than $100bn (£57bn) in marketing and commercial advertising, said it conducted a comprehensive and independent analysis of its members and held in-person discussions with both companies before sending the letter to Thomas Barnett, assistant attorney general for the Department of Justice's antitrust division.
In its announcement, the ANA stated: "The letter, authorised 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 and advertising."
The letter issued by the ANA board — which includes a range of Fortune 500 companies, such as Kellogg's, Procter & Gamble, Johnson & Johnson, and Disney — comes at a critical time in the review process by federal and state antitrust regulators.
The Department of Justice is expected to indicate in the coming weeks whether it will seek to block the proposed search deal and, on a state level, a multi-state task force is expected to issue a decision in the autumn.
For Yahoo, the non-exclusive deal with Google is viewed as a means of increasing revenue by $800m in the first year and bumping up operating cash flow by $250m, to $450m.
Under the deal, Google will supply some of its search ads to run on Yahoo's search pages. Yahoo has previously stated that, on some of its Yahoo search pages, it has no relevant ads to post and that Google could fill in some of that virtual real estate with its ads. However, Yahoo could also choose to use Google's ads on some of its search pages where it has its own ads too.
When the deal was announced in June, Yahoo and Google said they would wait 100 days before implementing the partnership, in order to give antitrust regulators time to review the deal.
The Department of Justice declined to comment on whether it has received ANA's letter, but noted that the investigation into the Yahoo-Google deal is ongoing.
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Yahoo, in a statement, said it expects the Google deal to yield benefits to advertisers:"We are disappointed with the ANA board's position regarding Yahoo's non-exclusive search marketing agreement with Google. Yahoo remains steadfast in its belief that this deal — in which prices are determined by advertiser demand-driven auctions, and not by collaboration between Yahoo and Google — will strengthen Yahoo's competitive position in online advertising and will help to drive a more robust, higher-quality Yahoo marketplace for our advertisers.
Other advertisers have previously come out in support of the proposed deal, such as Tim Carter, founder of AsktheBuilder.com, who testified before US Congress in support of the deal. Last July, the US Senate Committee on the Judiciary held a hearing entitled 'The Google-Yahoo agreement and the future of internet advertising'.
Although various legislators have weighed in on the Yahoo-Google partnership, ultimately, it is the federal and state antitrust regulators who have the power to block the deal by filing a lawsuit.
While advertisers, either on an individual basis or as a group, are weighing in on both sides of the issue, the impact of their statements on the antitrust regulatory review process has yet to be seen.
When asked whether a trade group carries more weight in the states' review of the Yahoo-Google partnership than a collection of individual advertisers, Richard Blumenthal, attorney general for the state of Connecticut, which is one of the lead states in the multi-state task force examining the proposed partnership, said: "The factual and legal merits and the anti-competitive effects of any practice will determine what the states will do."
The idea for the partnership first arose during Microsoft's unsolicited buyout bid for Yahoo, which put pressure on the web-search pioneer to show it could be just as valuable as a standalone company. Although Microsoft has long since withdrawn its $33-a-share buyout bid for Yahoo, the two internet-search companies are continuing with its efforts to move the partnership forward.
