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All it took was one week of
testing Google’s AdSense for Search service, and Yahoo is one step closer to
outsourcing its search advertising to Google, The
Wall Street Journal reports, citing sources familiar with the matter.
Upon announcing the agreement
with Google for the limited period of testing one week ago, Yahoo said that the
collaboration doesn’t necessarily mean an extension of the agreement beyond the
two weeks announced initially.
On one hand the positive results
of the testing period may be enough for such a deal to take place, the same
source reports. On the other hand, this would be Yahoo’s chance to increase the
unsolicited bid from Microsoft. However, a possible Google-Yahoo partnership got
many people raising antitrust concerns: “the regulators would just go nuclear,”
Gartner analyst Van Baker told AFP last week.
Although many analysts predicted
Yahoo had no other viable alternative to Microsoft, some now say that a Google –
Yahoo partnership is possible. This would mean an increase in Yahoo’s cash flow
of more than $1 billion a year, WSJ reports, quoting Citigroup Global Markets
analyst Mark Mahaney.
At this point, Yahoo is
exploring alternatives, just like they said they would in a letter sent to
Microsoft on April 9, when they expressed their intention “to maximize
stockholder value, including exploration of potential commercial business
arrangements.”
Microsoft gave an ultimatum to
Yahoo in a letter sent on April 5, stating that if the two companies will not
begin negotiations on a definitive agreement within the next three weeks, they
will take the case directly to the shareholders and start a proxy contest to
elect a slate of director for the Yahoo Board.
“We continue to believe that
your proposal is not in the best interests of Yahoo and our stockholders […]
Furthermore, as a result of the decrease in our own stock price, the value of
your proposal today is significantly lower than it was when you made your
initial proposal,” Yahoo responded at the time.
Everyone is waiting for the
April 22 first quarter earnings to see Yahoo’s reaction, as they are expected
to raise the deal with Microsoft if the results are favorable.
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