The majority of online marketers will not increase their spend on search advertising following a merger of Microsoft and Yahoo search engines, says a new survey.
According to a poll by online advice site ClickZ, 63 per cent of advertisers said that an agreement between the two firms would not lead to a rise in spending.
A spokesperson for ClickZ noted that marketers are concerned that a merger could lead to some current functions being lost.
Most advertisers would also prefer to test a new system before pledging more money, he added.
Rob Garner, search strategy director at iCrossing, told ClickZ that it would not be safe to assume that search engine marketing campaigns performing well on Microsoft’s Bing service would be equally successful on Yahoo.
Announced earlier this week, the deal between the two firms will see Microsoft deliver Yahoo’s search engine while Yahoo heads-up sales.
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