If Microsoft and Yahoo merge Google may have to worry about its hold on the consumer search and online advertising markets.

Jon Brodkin, NetworkWorld

The potential of a Microsoft-Yahoo blockbuster deal probably doesn't have rivals at Google shaking in their boots just yet, but if a merger comes to fruition Google may have to worry about its hold on the consumer search and online advertising markets.

Google has performed well in creating and acquiring interesting technology with audience and advertiser reach, says Yankee Group analyst Jennifer Simpson, while noting Google's purchase of YouTube and Internet advertising company DoubleClick. Read More