Will it matter if Yahoo is left to its own devices? It seems increasingly unlikely that a deal for Google to take over the running of part of Yahoo’s search business will be done. Google’s furiously independent management will bridle under regulatory oversight while the Department of Justice tends to prefer definitive solutions to those requiring it to supervise ad nauseam. That would leave the company – which spurned an offer of $31 a share from Microsoft earlier this year – facing an advertising downturn, a share price languishing at $13, on top of the problem of low profitability that beset it before the question of strategic actions ever arose.

The Google deal, however, was never the best solution. Even if the long-term problems that handing control of a business to a bigger, more able competitor could have been put to one side, Yahoo would still have had to maintain its own search technology and cost base to satisfy regulators. A similar deal with Microsoft or even outright sale of the search business would allow these costs to be cut out entirely, and so create more value for shareholders. The software group, having dodged the bullet once, can afford to wait.

That potentially leaves Yahoo to bash out a deal with Time Warner for its AOL unit. But structuring a purchase will be difficult. The figure of $10bn was at one point mooted by Time Warner’s management, some distance from what Yahoo could acceptably pay. The logic for a tie-up is aggressive cost cutting – consolidating advertising sales forces and technology – not something for which Yahoo has so far shown great aptitude. Bernstein, meanwhile, calculates that, if a merger with Yahoo forced AOL to abandon its own search deal with Google, the lost revenues – about $300m annually – would offset three-quarters of the synergy benefits. Yahoo’s options are few and unenviable.

To e-mail the Lex team confidentially click here


To post public comments click here

Lex is the FT’s agenda-setting column, giving an authoritative view on corporate and financial matters. It is also one of the few parts of FT.com available only to Premium subscribers. This article is provided for free as an example. A Premium subscription gives you unlimited access to all FT content, including all Lex articles and the FT mobile Newsreader.

Subscribe now

If you have questions or comments, please e-mail help@ft.com or call:

US and Canada: +1 800 628 8088

Asia: +852 2905 5555

UK, Europe & Rest of the world: +44 (0)20 7775 6248

Get alerts on US Department of Justice when a new story is published

Copyright The Financial Times Limited 2022. All rights reserved.
Reuse this content (opens in new window) CommentsJump to comments section

Comments have not been enabled for this article.