Ad body opposes Google-Yahoo alliance

The Association of National Advertisers on Sunday came out against a controversial search advertising alliance between Yahoo and Google, complaining to the Department of Justice that the partnership will "control 90 per cent of search advertising inventory and states ANA's concerns that the partnership 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." The two companies said they would delay implementing the partnership for 100 days to allow the Department of Justice to study it.