Yahoo deal faces regulatory hurdles

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Korea – The proposed search advertising deal between Microsoft and Yahoo is still more than two years away, said Yahoo’s executive vice president of customer advocacy Jeff Russakow.

Speaking at the Korean Online Marketing Summit in Korea, Russakow said the Microsoft partnership still requires the approval of US, European and Asian anti-competition bodies.

Users will not see any changes for least two years, he said.

"The time frame is long, but it will give advertisers more value in the long run."

Despite this, he said Yahoo will continue to invest in its platform, and he said changes to its front page are now underway,

Yahoo will today begin the rollout of a rebranding campaign, which Russakow said will hit Asia early next year. 

He said Yahoo is now looking to expand its audience reach from 600 million users to more than a billion.

As part of its changes, Russakow said the company is considering a single sales force to make online advertising more steamlined and easier for advertisers to buy.

"The economic models of newspapers, classified advertising and even television are being challenged and we see a significant shift in marketing spend to online," he said.

"This is a great opportunity and we need to think about how to grab this tiger by the tail."

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