The proposed unification of Yahoo and Microsoft Bing has taken a major step forward having sealed the approval of the European Union.
YaBing could soon be a reality having now gained an unconditional thumbs up from European lawmakers. Whilst this is just the first of many hurdles to overcome, it is a major stepping stone towards completing the union of the second and third most popular search engines in the world.
The merger is still on course for completion in the first half of this year, assuming that it can gain backing from the other major markets; not least in North America. Google’s stranglehold on the worldwide search market has been undiminished though, with the latest figures showing that they control 90% of searches. Yahoo and Bing by comparison only mustered 7.4% between them, which means there’s plenty of work to do in reducing the deficit.
The effectiveness of any such collaboration against a brand as strong as Google is very much up for question. Certainly any initial gains are likely to be slight, although with the combined powers of the two companies we can expect some innovations to emanate from YaBing. Hopefully this will promote greater competition, improved tools and more even marketing opportunities for online companies.