"The dilemma for Google now is how it will continue to grow, " says Greg Sterling.
Greg Sterling, a search analyst and founder of Sterling Market Research sees Google's conflict of interest as a question more of perception than reality.
Opus Research analyst Greg Sterling said that consumer apps in the space have struggled to build audiences that are big enough to interest advertisers.
Greg Sterling, an analyst with Opus Research, said new services like Quora are more likely to help than hurt Google, giving its search engine more information to crawl.
WSJ: Quora and Others Are Racing to Fill Gaps Left by Google
But Greg Sterling, a search engine analyst with Sterling Market Research, says that the Lexico deal may be a smarter avenue to gaining users without competing head-on with Google.
Advertisers' migration toward search advertising is partly a result of belt-tightening companies looking for a more measurable and accountable form of marketing, says Greg Sterling, a search market analyst with Sterling Market Research.
Still, Greg Sterling, an analyst at Sterling Market Intelligence, said he was skeptical "about whether Yahoo will persuade the market" to adopt Y Connect, in part because so many publishers already have partnered with Facebook.
Greg Sterling, a search market analyst with Sterling Market Intelligence, says that's an example of how Google's "Don't be evil" motto has become an invitation to negative press, regardless of how it behaves compared with its competitors.
CNN's Tom Cohen, Greg Botelho, Joe Sterling and Ted Barrett contributed to this report.
CNN's Barbara Starr, Joe Sterling, Greg Botelho, Salma Abdelaziz and Gul Tuysuz contributed to this report from Atlanta.
CNN's Tom Watkins, Joe Sterling and Greg Botelho wrote this story from Atlanta.
CNN's Greg Morrison and Joe Sterling contributed to this report.
CNN's Barbara Starr, Dan Rivers, Saskya Vandoorne, Laura Perez Maestro, Junko Ogura, Dheepthi Namasivayam, Saad Abedine, Elise Labott, David Mattingly, Athena Jones, Jethro Mullen, Tim Lister, Joe Sterling and Greg Botelho contributed to this report, as did journalists Peter Taggart from Belfast and Said Ben Ali from Algiers.
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