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Editor: Matt Paines

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Where next for Yahoo?

Speculation in the search engine marketing industry about the impact of a Google-Yahoo ad deal is finally over, after Google threw in the towel in order to steer clear of a protracted legal battle with the US Department of Justice.
 
The Association of National Advertisers and who else but Microsoft were among those fiercely opposed to the deal, concerned that it would stifle competition and increase prices with Google and Yahoo together controlling 80% of the search market.
 
Google described the prospect of a legal battle as like trying to drive down the road of innovation with the parking brake on.
 
Meanwhile Yahoo, which had been counting on the deal as its get out of jail card, reacted by saying it was disappointed.
 
But for Yahoo this has been only the latest chapter in a rollercoaster ride of events, which have left the search engine on the ropes for the last 18 months.
 
So where next for the troubled No 2 search engine?
 
Investors may think they have that answer, as Yahoo shares rose sharply following news of the Google pull-out.
 
They are believed to be keen to see a new offer on the table from Microsoft, following remarks from Yahoo CEO, Jerry Yang, that the best thing for Microsoft would be to buy his company.

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