Microsoft’s long, tedious, temper-flaring pursuit of Yahoo has finally culminated in an exclusive 10-year deal.
It’s not the deal people expected which is why Yahoo stock took a 12% fall in the hours after the companies laid it out Wednesday.
Yahoo is going to sell search ads for the both of them using Microsoft’s AdCenter platform. It’s going to use Microsoft’s newfangled Bing search engine on its web sites. And it’s licensed its search technology to Microsoft to integrate.
The companies expect to get regulatory approval early next year, which Google will attempt to block, and it will take about two-and-half years before they’re operating at the top of their combined game.
It’ll take them that long to unwind what they’ve currently got geography by geography starting with America and to integrate whatever they’re going to integrate.
Microsoft will pay Yahoo 88% of the search revenues generated by its sites for the first five years of the agreement.
There’s no “boatload of money” upfront for Yahoo like CEO Carol Bartz suggested there would be a few months ago. She says she traded it for a sustainable TAC. “Having an upfront payment,” she said, “didn’t really help us from an operating standpoint.”
“Boatloads of money” has now been translated into “boatloads of value for Yahoo,” which gets to focus on media, marketing and sales.
The contract doesn’t cover display ads, a province the companies will continue to compete in.
But Bing will get the traffic Microsoft wanted.
Microsoft is widely seen as having gotten the best of the bargain.
Advertising Age, which scooped the story Monday, has observed that the arrangement eliminates Yahoo as a Microsoft rival and consolidates ~30% of the US search market on Microsoft’s widgetry. Bing’s early results suggest it’s eating into Yahoo’s market share.
Google’s still got 65% of US traffic, 92% in Western Europe according to Microsoft CEO Steve Ballmer. The great question is whether Bing and friends can ding that commanding lead any.
Dubbed a “decision engine,” Bing is supposed to provide better results – or will with more traffic to analyze. As part of the deal its name will appear on the Yahoo results page where it will say “powered by Bing.”
It’s supposed to tickle Yahoo’s share of search advertising. Advertisers are supposed to be attracted by the improved scale of the combined companies and the simplicity of working with a single platform and sales operation.
Since Bing was introduced in June backed by a reported $100 million ad campaign Microsoft still only has a thin 8.4% of the US market.
Yahoo will also save the money it would have cost to continue to support its own search engine, money it can put into sales staff. Yahoo anticipates saving $200 million in CAPEX and $500 million in OPEX a year within two years of regulatory appoval. It also thinks it’ll see an operating cash flow of $275 million.
Certain Yahoo personnel will shift to Microsoft and some will simply lose their jobs, Bartz said.
The arrangement is a far cry from Microsoft’s original proposal that it take over Yahoo’s search and search advertising – a year ago Microsoft said it would pay a billion dollars for Yahoo’s search business – and may be the result of antitrust concerns. It’s further still from the $47.5 billion acquisition bid Microsoft put on the table last year.
The complex talks reportedly broke down briefly last week because Yahoo wanted hundreds of millions of dollars upfront plus revenue guarantees potentially worth billions over the life of the deal.
It also wanted more revenue for search that originates on its site and leads to a purchase and for clicks on ads. And there have been issues over Bing branding and the amount of search data Yahoo would get.
Yahoo emerged from the negotiations with limited access to the search data.
The pair expects to push paperwork to the regulators next week. It will argue that their alliance heightens competition.
The deal is not expected to set off the same kind of fireworks that the government-squelched “we’ll sue you if you do” Google-Yahoo deal did but it won’t go through without a fight. Microsoft raised regulatory antennae to the Google-Yahoo deal and Google will return the ball. An Obama Justice Department is also likely to paw over the thing. Reuters got to Senate Judiciary Committee chairman Herb Kohl, a Democrat, who also apparently wants his turn at bat.
The pair has set up a site at www.choicevalueinnovation.com.