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ANA opposes Google-Yahoo partnership

Published on .

New York—In a letter to the U.S. Department of Justice, the Association of National Advertisers said it opposes the planned search advertising partnership between Google and Yahoo that is now under review by the department.

In June, Google and Yahoo announced a partnership under which Google would supply some of its search ads to run on Yahoo’s search results pages.

In its letter to the Department of Justice, the ANA said the partnership would likely diminish competition, increase concentration of market power, limit choices currently available and potentially raise prices to advertisers for search advertising.

The letter also notes that a Google-Yahoo partnership would influence 90% of search advertising inventory.

“We believe that the overall impact of this deal is a negative for advertisers and the marketplace,” said Robert Liodice, president-CEO of the ANA, in a statement.

—Kate Maddox

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