News has been swirling around the rumored Google-Twitter hook up. Seems like it's losing steam and may eventually just become a regular business/product development deal. I'd say the later makes more sense given that Twitter doesn't need to be bought and is just dipping its toes in the world of revenue generation. Google's got the advertisers, Twitter's got the inventory so it makes more sense for Twitter to remain independent and see if it can't make some of its own dough. They can always go back to testing the sell out waters in another year or so. Given their momentum and traffic growth, they won't be losing market value by waiting. Plus if they can rope Yahoo into acquisition discussions next year (when the stock should have hopefully gone up a little more), it could only help stir up the froth. Also, let's not forget that Microsoft might be interested at that point.

So news comes today that Google has pulled out of its proposed search advertising deal with Yahoo. I once said that an independent Yahoo is good for the entire online ecosystem. I still believe that today but I have a hard time thinking that Yahoo can survive without the added cash-flow that the Google deal would have provided. The latest amended deal sent to Congress would have limited the time-frame of the deal to two years and set the maximum revenue that Yahoo could generate from Google at 25% of its search revenue. I thought this was a great compromise but I guess that wasn't what Google had originally wanted.