We heard thousands of news and articles about Microsoft and Yahoo! merger. All ended without any outcome. Microsoft finally decided not to go for Yahoo! acquisition.

Now its Google’s turn. Google is eying on Yahoo! for search and online advertising partnership. Though it might not be possible for Google to acquire Yahoo!, both companies (Online advertising giants) can come to mutually beneficial agreements.

If this happens then Google will be having 90% of the online search and advertising business, dominating the world with their own rules and regulations.

American business regulation bodies are already discussing this possible partnership possibility and no one is agreeing with such a large merger. Everyone is having main concern of Google monopoly power in online advertising.

Yet there is no firm deal between two companies, but Google already tested the Google paid listings on Yahoo! business. The outcome of this test was said to be positive for both companies and Yahoo! might consider further alignment with Google on search advertising.

What if Google succeeds in making deal with Yahoo!?

• No advertising competitor for Google
• Google can decide its own rules in advertising market
• No new business opportunities for small fishes in online advertising market

Though Google looking fair today, after Yahoo! partnership, it may change its policies and can use this search monopoly for its own business profits, without considering users and publishers interest.

In short 100 percent Google - Yahoo! partnership looks impossible, still both companies can reach to some mutually beneficial agreements to strengthen their own businesses.