TechBeta

While Google is bracing for a fight with government regulators and rival Microsoft (NSDQ:MSFT) to get the stamp of regulatory approval for its advertising pact with Yahoo (NSDQ:YHOO), CEO Eric Schmidt Wednesday said that the search engine behemoth is moving full steam ahead with its plans.

The European Union in July launched its own investigation regarding potential antitrust issues and the effect the Google (NSDQ:GOOG)/Yahoo deal could have on the European Economic Area market.

Schmidt told reporters Wednesday that he thinks that the company does not need specific U.S. government approval, and that any delay will cause the search engines to lose money in advertising revenue. Schmidt also said he expects that the plan will be implemented around October 11.

The controversy surrounding the deal stems from Google’s disclosure in June that it inked a non-exclusive advertising agreement providing Yahoo with access to Google’s AdSense program for search and AdSense for content advertising programs on Yahoo’s U.S. and Canadian Web properties.

Read more: crn.com