Yahoo Inc

In its latest move to increase Internet search traffic, Microsoft Corp. has turned to an old rival, Sun Microsystems Inc., for marketing help.

Under the terms of a deal being announced Monday, Sun will promote a Microsoft toolbar for the Internet Explorer browser to U.S.-based Web surfers as they download Sun's Java software -- which is required to view some Web sites. The toolbar has a built-in box for queries to Microsoft's Live Search and buttons that give people access to MSN content.

Perhaps the biggest threat to Google Inc.'s increasing dominance of Internet search and advertising is the rising fear, justified or not, that Google's broadening reach is giving it unchecked power.

This scrutiny goes deeper than the skeptical eye that lawmakers and the Justice Department have given to Google's proposed ad partnership with Yahoo Inc. Many objections to that deal are financial, and surround whether Google and Yahoo could unfairly drive up online ad prices.

The top Republican on the House Energy and Commerce Committee is joining a chorus of lawmakers urging the Justice Department to scrutinize the planned Internet advertising partnership between Google Inc. and Yahoo Inc.

Texas Republican Joe Barton also accuses Yahoo of resisting congressional inquiries into the deal. He said that many of the company's answers to his questions "seemed designed to obscure rather than clarify how the Google-Yahoo partnership would work."

Given that he was ousted from the top job at a struggling AOL, Jonathan F. Miller might not seem a natural candidate to advise its Internet rival Yahoo Inc. But Miller was instrumental in transforming AOL into an advertising company, giving him expertise in a field Yahoo must master.

In his four-plus years as chairman and chief executive of Time Warner Inc.'s AOL LLC, Miller made key acquisitions, including Advertising.com for $435 million in 2004, along with a crucial decision to shed AOL's roots in dial-up Internet access and give away content once reserved for paying subscribers.

Google Inc. backs Yahoo in its effort to stave off an unsolicited takeover by Microsoft Corp. because an independent Yahoo will increase competition in the Internet search and advertising markets, Google Chief Executive Eric Schmidt said here Thursday.

"We absolutely support the decision that Yahoo made" in rejecting the Microsoft overture, Schmidt said at the annual Allen & Co. media summit at this Idaho resort. He made the comments during an hourlong interview with reporters. Google co-founders Larry Page and Sergey Brin were also present.

Yahoo Inc. CEO Jerry Yang rejected the image of his company as "under siege," telling conference goers that executives are rallying to streamline Yahoo's offerings and make it more relevant to consumers and to advertisers.

Yahoo faces the threat of mutiny from shareholders unhappy with the way its board handled a takeover offer from Microsoft Corp. that was ultimately withdrawn this month.

Speaking at The Wall Street Journal's "D: All Things Digital" conference Wednesday, Yang stood by his handling of the deal and painted a bright future for the Internet pioneer he co-founded.

Media conglomerate Cox Enterprises Inc., betting its future on Internet advertising as newspaper and television audiences shrink, plans to spend $300 million to buy a startup that helps Web sites pool their ad space.

The all-cash deal with Adify Corp., to be announced Tuesday, represents the latest evolution for a media company that began more than a century ago with one newspaper in Dayton, Ohio. As new technologies emerged, Cox expanded to include radio, television and cable systems across the country.