The tie-up of heavy weights and frustration of the old ally

Google, yahoo and Microsoft are the names in IT industry which need not to be introduced to any one. But even a slight flip from them leave much impact on the concerned people. The recent tie-up between Google and yahoo for advertisement sharing has lead to a great row for many leading advertisers.

ANA is one of the major advertising associations which represents near about 400 leading companies and takes care of their advertising issues is only offenders to this deal. Recently it wrote a letter to department of justice and question on the rationality of the deal between yahoo and Google. This organization argued that such deal will do nothing but will pull down competitiveness between these leading online giant and ultimately the advertisers will not get the due returns on their expenses.

According the association this deal will cover almost 90% of the total online advertisement in USA that will lead to a monopoly of deciding the online space for the advertisers.

However, al the member of the ANA is not on the same track and they are singing in different ways for this issue. A part of the association have still positive response while others are accepting it in abeyance with the fact that online marketing is a play of keywords trick rather finding places randomly.

The most interesting fact of this row unmasks the fervid angst of Microsoft against this deal which seen as the out come of frustration resulted after failing at acquisition of Yahoo stake some time back. According to the sources Microsoft is more passionate to raise this issue and seems to be a catalyst for invoking the association to put the matter before department of justice.

On the other hand Google and Yahoo are defending themselves by saying that such deals are better to search new place and customer for the advertisers that will increase their reach rather spoiling their advertisement expense. According a Yahoo spokesperson, "this deal will enable even the Google clients to find new customers through yahoo reach and customer base".

However, acquisition, merger and splits are some events which are more concerned with corporate world and are solely targeted to business strategies. But the other party associated with such changes need to be more alert for saving their huge investment. The advertisers who are shading a considerable budget through such advertising must evaluate their return time to time and take such matters seriously in order to rest their or not.