According to the American consumer institute a permanent Google/Yahoo partnership should raise concerns for consumers and businesses. ACI says that Google’s online dominance in search and advertising have reached a tipping point already.
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A deal between #1 Google and #2 Yahoo would give 90% of the search market to the companies. ACI also says that since some say Google’s ad program generates twice as much money as other programs its ad revenue is likely higher than what is reported.
According to the ACI the search dominance and ad program dominance gives Google a position to control what consumers see in search and advertising markets leading customers to click in ways that are beneficial to Google. This dominance means new companies won’t be able to compete. The ACI says the Justice department should look into what is essentially a monopoly with the two companies working together.
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