We are nearing the end of the book on the partnership possibilities involving Microsoft, Yahoo, and Google with the announcement of a 10-year (250 years in conventional media years) deal on advertising between Yahoo and Google. This comes just after the collapse of the Yahoo!-Microsoft dalliance that threatened to consume Yahoo in a $45-billion-plus purchase, then possibly just consume part of it in a possible advertising deal.
In essence Yahoo! will run Google ads alongside its search results. But the arrangement is non-exclusive, which should help smooth considerations with U.S. antitrust authorities.
The arrangements calls for an expensive penalty for Yahoo if Microsoft resurfaces successfully as a suitor for business.
The last chapter likely isn't ready for publication in this saga. Yahoo's annual meeting Aug. 1 could be a nasty one, with Carl Icahn leading the charge for better shareholder value. The market hasn't so far taken a shine to the deal from Yahoo's perspective, although Google's stock is up.
