Speculation on Yahoo's Search Plans Abounds

A Web rumor of late has Yahoo selling off its search business, possibly even to its adversary Google.

It’s not surprising that Yahoo would consider giving up on search, considering Google has the most market share in that ever-important category. Plus, over the years Yahoo has focused more and more on its media offerings, and has put much emphasis on developing its Panama ad management technology. Indeed, the company seems to be aiming to manage display ads for other publishers, and selling their inventory to national advertisers.

If Yahoo were to sell off its search technology and related contracts, surely other firms besides Google would be interested. However, if Google ever does agree to buy that business, one would expect the Federal Trade Commission, consumer advocates and firms like IAC’s Ask.com and Microsoft to raise eyebrows. After all, if Yahoo’s search contracts were to go to Google, the firm would have much even more defined control of the search market.

There’s been so much speculation about Yahoo over the past year or so, I guess we can add this one to the pool of what-ifs.