Google and Yahoo Give Up On Merger

The well known search engines Google and Yahoo are giving up on a partnership due to anti-trust investigations that are taking too long.

Google and Yahoo will give up on a joint partnership, according to sources who are familiar with the case that is being led by the American Department of Justice, reports Wired.

If they were to merge, Google would have most of the market (around 80 percent) and in doing so sweep up smaller advertising agencies. The price of advertising would also rise, which would give the internet search engine too much stake in the market of web advertising.

Because the anti-trust investigation is taking too long, Google is slowly giving up its possible partnership, because its interest for Yahoo is not limitless. A possible partnership might lead to a monopoly. Without that partnership, Yahoo will remain powerless, and the chances of Microsoft buying it are great.

Google has a 70 percent share in web advertising, so it seems that those opposing the merger of Google and Yahoo are trying to delay what is imminent.