Sunnyvale, Calif. - Shares of Yahoo surged more than 17% in afternoon trading on Friday after The New York Post reported that Microsoft has intensified its efforts to acquire the company in a potential deal that some analysts estimate would be worth $50 billion.

Because of the size and scope of the two companies, a potential merger could face anti-trust concerns by federal regulators in Washington.

"While Microsoft and Yahoo have held informal deal talks over the years, sources say the latest approach signals an urgency on Microsoft's part that has up until now been lacking," the Post reported.

Renewed talks of the deal come less than a month after rival Google announced plans to acquire Internet advertising company DoubleClick for $3.1 billion in cash.

Yahoo in February launched its "Panama" search marketing system, which ranks ads in search results based on both by the amount a company bids for placement as well as the ad's quality, determined by its historical performance.

Both Microsoft and Yahoo have declined to comment about takeover talks.

Related Links:
http://tinyurl.com/ypwsy5 (New York Post)