Justice Dept. Rightly Opposed Google-Yahoo Deal

In the world of business and antitrust law, big is not necessarily bad or illegal. But alarm bells went off when Google and Yahoo, the top two players in the search advertising market, decided to join forces. The Justice Department was right to challenge that proposal, which the companies have since withdrawn. A possible casualty: Yahoo CEO Jerry Yang.

Google and Yahoo crafted a revenue-sharing deal that would have allowed Yahoo to run on its own Web site ads sold through Google.

But there was cause for concern from the beginning. Google claims roughly 70 percent of the search ad market, with Yahoo in second place with about 20 percent and Microsoft far behind, at 8 percent.

In what is essentially an ongoing online auction, advertisers bid for the right to a particular search term on a particular search engine; the bidder offering to pay the search engine the most per user click gets its ad placed alongside free search results. Yahoo's technology is competitive with Google's in placing "head" searches - ads linked to one-word searches. Because of Google's superior technology, though, Yahoo lags way behind in placing ads linked to "tail" searches - or those that contain multiple terms. These are the kinds of ads Yahoo was most likely to pick up through the revenue-sharing agreement. And therein lies the problem.

The Justice Department worried that the arrangement would prove so profitable for Yahoo that it would abandon "tail" searches altogether; even if it did not, the company would have had little incentive to further develop its technology for such searches.

As outgoing antitrust chief Thomas O. Barnett noted in a news release this month, the deal risked turning the companies into "collaborators rather than competitors."

The Justice Department was right to be concerned - as were legions of advertisers that rely on the search engines and that would almost certainly have faced higher prices.