Advertising Agencies in the US on Monday urged the Justice Department to finally approve the merger deal between online giant Yahoo and software manufacturer Microsoft Corp, citing that benefits it would bring among advertisers in the country.
In a letter to the DOJ, the American Association of Advertising Agencies has asked antitrust commission, the one in charge of reviewing the deal, to approve the proposed online partnership of the two giants.
According to the group, the search engine partnership between the Yahoo and Microsoft will further enhance the level of competitiveness among advertisers, which they claimed could bring more benefits to the business.
The merger was earlier signed by executives of Yahoo and Microsoft in a bid to take more market shares away from the dominant Google Inc.
The 10-year partnership involves the use of the powerful Bing Search Engine of Microsoft that would process all searches that involves ad-related topics in Yahoo’s official website.
If approved, the merger would surely give Google a run for its money.
To date, Google remained at the top of the online food-chain taking more than 60 percent of the searches in the Internet.
But Yahoo and Microsoft plans to oust the champion with the merger, which they claimed to be more technologically advance and easier to use.
Earlier reports told that Microsoft will handle all the searches through its Bing Search Engine while Yahoo will take care most of the advertising.
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