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February 4, 2008 9:53 AM
Yahoo: Take the Data
The WSJ is reporting that Google CEO Eric Schmidt reached out to Yahoo's Yang:
Google Inc. Chief Executive Eric Schmidt called Yahoo Inc. CEO Jerry Yang to offer his company's help in any effort to thwart Microsoft Corp.'s unsolicited $44.6 billion bid for Yahoo, say people familiar with the matter.
This help would come, of course, in the form of Yahoo being assimilated into the great Google paid search machine. This would make both Yahoo and Google tons of money, to be sure. But Yang already decided against this late last year:
Yahoo executives had considered such a maneuver as part of a strategic review last year, according to people familiar with the matter, but Mr. Yang in October had signaled that it had decided against it.
"We believe having a principal position in both search and display advertising is critical to creating...long-term shareholder value," Mr. Yang told analysts during Yahoo's earnings conference call in October.
Why does he believe it? The secret is in the data. Having paid search data - who clicks on what, when, and where they go - is critical to having better display advertising offerings. Losing that data to Google would hurt Yahoo's business.
So...perhaps Jerry should call Eric back, and suggest that they do a deal that includes that data....
- Posted by John Battelle on February 4, 2008 9:53 AM
Comments
Wouldn't there be a significant amount of overlap in Google and Yahoo's search data anyway?
Actually, no. Remember, the internet is not a zero sum game. The audiences of the two search properties are different. Plus, yahoo probably has more information about their customer base.
It is one thing to make a private call. It is another to LEAK the conversation.
So, either this leak was planned as a preemptive strategy or Jerry told someone, who told someone else etc and eventually it got leaked to WSJ - as all Google stories do
BTW: AFAIK, the story was first published at mktw.com (another Dow Jones property). It was only about 15 min. after I commented on it here ( battellemedia.com/archives/004247.php#comment_128421 ), that I first saw it appear on wsj.com.
"the data" is not the precise reason, in my view. in order to be a media business of scale you need to have significant and direct relationships w/ advertisers-you have to matter to the ad community. you need reach (a large audience) and a variety of ad products/offerings. if yahoo gave up search, it would give up its relationships w/ search advertisers, and it would reduce the number and types of ad products it could offer to the advertiser relationships it retained. outsourcing search to google may have a short term positive impact on financials and the stock, but it's bad in the long run for yhoo...
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