You really have to hand it to those Google boys, they are smart. And they really know how to play the game of business, don’t they?
Let’s recap just a little, but we have to think way back to the very beginnings of the presidential primary season. Google was humming along as usual, with no end in site to their dominance in the online advertising world. Yahoo, the distant number 2 in the industry, was fading quickly. Amid mounting pressure to change the downward trend, Yahoo was presented with a “damned if you do and damned if you don’t” proposition from Microsoft, to become part of the perpetual evil empire.
Google wasted little time in parrying this potentially formidable threat to the company’s dominance. A combined Microsoft-Yahoo would still have laid claim to less than a third of the market share that Google commanded, but it would have aligned the coffers of Microsoft (which is still trying to figure out how to spell Internet) with the braintrust that practically invented web portal and search.
Now, it’s true that a Microsoft-Yahoo merger would have been an utter failure. But, the potential for a sea change was there, and Google didn’t hesitate to act. Through incredibly adept maneuvering, Google positioned itself as the white knight saving the poor damsel in distress from the clutches of the dragon. Google and Yahoo struck a deal for Google to serve search advertising for Yahoo. And, the world rejoiced!
But, Google had to know that a Google-Yahoo deal to corner 90% of the online advertising market would come under intense scrutiny from federal regulators, didn’t they? Of course, they knew. They knew because the main sticking point in the Microsoft-Yahoo merger talks was the scrutiny that the new entity would come under for controlling less than 80% of the web email market.
And now, Google has pulled out of the deal with Yahoo citing concerns from federal regulators. So, what did Google get out of all this? Well, before the Microsoft offer, Yahoo traded at about $20 per share and Microsoft traded at nearly $35 per share. Today, Yahoo is even weaker at $14 per share, while Microsoft is at $22 per share, making a merger politically difficult for both companies. So, Google is secure in the knowledge that it will continue to own online advertising for a very, very long time, and it didn’t even cost them a penny to do it.
Bravo!