Google, Yahoo and the elephant in the room

Computerworld - Despite assurances from Google Inc. and Yahoo Inc. that their online advertising deal doesn't need regulatory approval, the two companies should not be too quick to dismiss Microsoft Corp.'s influence on Capitol Hill.

Yesterday, just hours after ending talks with Microsoft, Yahoo announced that it will start running advertising from Google alongside Yahoo search results in the U.S. and Canada. According to a filing by Yahoo yesterday with the U.S. Securities and Exchange Commission, Google can terminate the deal if investor Carl Icahn is successful in his fight to gain control of Yahoo's board of directors.

The two companies said that although the deal doesn't require regulatory approval, they would delay its implementation for three and a half months while the U.S. Department of Justice reviews the arrangement. Various groups, ranging from farmers to Microsoft, have expressed concern about the deal.

Yahoo said it expects the nonexclusive deal to generate $250 million to $450 million in operating cash flow during the first 12 months, and that it represents an annual revenue opportunity for Yahoo of $800 million. The deal is for an initial period of four years, with an option for Yahoo to extend it for another six years.

However, although the two companies are doing the right thing by waiting to consummate their partnership until after receiving DOJ approval, analysts said Google and Yahoo should not overlook the potential damage Microsoft could do to the deal.

"Assuming that Google and Yahoo do not move forward until they get DOJ approval, I think that is a very wise step to show cooperation and that they're acting with better faith," said Marc Edelman, a law professor at New York Law School and a former antitrust lawyer. "But I think we have another party out there -- Microsoft."

Edelman said he expects the software maker will be knocking on doors in Washington as early as next week. Most likely, Microsoft's internal and outside antitrust counsel will swoop in on the DOJ and the Federal Trade Commission, arguing that the Yahoo-Google deal would forestall competition in advertising markets.

Andrew Frank, an analyst at Gartner Inc., said both Yahoo and Google will benefit from the deal, but he also said Microsoft will do everything in its power to bring the arrangement to a screeching halt.

"Expect Microsoft to challenge it and come back aggressively with some search plans of its own," he said.

Microsoft declined to comment on the Google-Yahoo deal, although General Counsel Brad Smith attacked the proposal when testing was first announced in April, saying it would consolidate 90% of the search advertising market with Google.