ADOTAS – The Association of National Advertisers has formally expressed their displeasure with the Google/Yahoo ad deal. The agreement – under which Yahoo would run Google ads on certain Web pages to generate higher revenue than it could with its own ads — was finalized earlier this year. The deal has already come under fire from the U.S. Department of Justice and a U.S. Senate committee.
ANA said the deal could stymie competition, and in essence, create a monopoly. It registered its opposition with a letter written to U.S. Assistant Attorney General Thomas Barnett.
In the letter, ANA pointed out that “a Google-Yahoo partnership will control 90% of search advertising inventory” and that it will “likely diminish competition, increase concentration of market power, limit choices currently available and potentially raise prices to advertisers for high quality, affordable search advertising.”
Google and Yahoo both issued statements underlining their commitment to the deal and their belief that it will create a stronger marketplace for advertisers. The deal is set to go forward in October.