The Association of National Advertisers is pretty important; its members have spent over $100 billion on marketing-related efforts. Unfortunately for Google and Yahoo, the ANA isn't supporting their search advertising deal, and has instead expressed its objections in a letter to the Department of Justice.
The organization's response isn't based on a knee-jerk reaction to unexpected change. A statement from Bob Liodice, the ANA's president and CEO, explained, " Since these details and conjectures don't exactly qualify as new information, they may not turn out to be showstoppers. There's also Google's seeming
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