MediaFile

As the Microsoft-Yahoo will-they-won’t-they? saga drags on, Google’s role in any future talks becomes more apparent.

On Thursday Google CEO Eric Schmidt said a two-week trial selling search advertisements on rival Yahoo last month had given the companies good reason to discuss cooperation, but there was no deal yet.

That isn’t great news for some in the online advertising world.  As commentators have pointed out, a Google-Yahoo partnership (Yahoogle? Yoogle? Gahoo?) could concentrate too much power with just one team. This has led to some folk to paint Microsoft as the little guy. Yes, the same Microsoft, which is a Monopoly 101 case study for first-year economics college students.

In a TV interview with CNBC on Friday, WPP CEO Martin Sorrell said, “It was a shame…that those negotiations failed. Maybe they’ll come back again.”

Sorrell, whose empire of ad agencies includes Ogilvy, JWT and Y&R,  said the advertising industry lost a potential balancing influence in the Web search market when the talks between Microsoft and Yahoo collapsed.

IBM Chief Executive Sam Palmisano gloated to an audience of companies that sell its wares that Big Blue would make it through the current economic downturn with flying colors, since it is old and experienced. Riffing on the idea of age, he compared his tech behemoth to Internet star Google Inc, whose CEO Eric Schmidt was about to join him on stage in LA.

“It’s interesting when people think about companies like IBM and Google. I mean, we couldn’t be farther apart. We’re old, they’re young, we’re kind of boring, they’re innovative, we’re slow, they’re fast, we’re fat, they’re skinny,” Palmisano joked.

“How could you guys possibly work together?” the IBM chief asked himself. “I don’t know!” (The conclusion was that they worked well together, after all.)