Microsoft-Yahoo deal may hurt Google ad sales

A potential Microsoft-Yahoo merger probably doesn't have rivals at Google panicking just yet, but if a deal comes off Google may have to worry about its hold on the consumer search and online-advertising markets.

Google's performed well in creating and acquiring technology with audience and advertiser reach, says Yankee Group analyst Jennifer Simpson, while noting Google's purchase of YouTube and internet advertising company DoubleClick.

But if Microsoft and Yahoo officially announce a merger, Google co-founders Sergey Brin and Larry Page "might be kept up a little bit at night thinking about how they might improve the platform," Simpson says.

Full article: pcadvisor.co.uk