Finally we have competition for Google
The US Department of Justice and the European Commission have today waived through a partnership between Microsoft and Yahoo! which could create an alternative to the Internet giant which is Google. This comes at a time when Google is moving into different fields and dominating many areas of the online arena despite various regulatory attempts to rein in the company's power.
Under the terms of a 10 year agreement between Microsoft and Yahoo! (nicknamed Microhoo) we will see Yahoo! using Microsoft's Bing search engine on its own sites and Yahoo! taking on the role of exclusive global sales for the companies premium search advertisers. This is a deal which has been in the offing for many years and was finally brokered some time ago only to run into regulatory hurdles.
After years of trying, and losing ground on Google, it looks as though advertisers on Internet may well have a real alternative in the future. Whether this will impact upon Google's short to medium-term advertising revenue remains to be seen but longer term it at least adds a new ingredient to the mix and gives advertisers the chance to negotiate the best deals. There have been many false dawns in the industry in the past but hopefully this time we will see the arrival of a real alternative to Google!
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