Image Credit: Yahoo, Google

Yahoo just can’t seem to catch a break. The search site’s prospects are looking dimmer and dimmer as Yahoo and Google negotiate with the Justice department to try and head off a potential antitrust lawsuit stemming from their proposed advertising partnership. Several compromises are being discussed which would lessen the strategic value of the partnership for Yahoo.

The currently proposed concessions, according to the Wall Street Journal, “include capping the volume of Google ads Yahoo would use, assurances that Yahoo would continue to compete in search ads, and a reporting mechanism to ensure compliance…  U.S. officials hope to impose measures that will ensure the prices advertisers must pay don’t rise significantly after the deal.”

According to Silicon Valley Insider, these compromises would leave the already down-in-the-mouth Yahoo in an even weaker position, cutting out much of the benefit they had hoped to gain from the ad partnership. They also suggest that Microsoft’s lobbyists are responsible for the Justice Department’s scrutiny of the deal, writing that “even if [Microsoft] doesn’t buy Yahoo, it gets the quiet pleasure of poking another stick at the carcass of a company that spurned it’s now extraordinarily generous buyout offer.”

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microsoft, Software, Google, Yahoo, search, advertising, antitrust

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