Advertisers have reportedly slammed Nine for continuing an ad partnership between Fairfax and Google, asserting its increased tensions between the merged entities.

According to The Australian, several senior Nine executives are against the Fairfax-Google deal, despite Nine boss, Hugh Marks, formally endorsing the agreement last week.

Some of Nine’s commercial executives have reportedly expressed desire to control all online advertising in-house, thereby terminating the deal.

The tension is said to have strained relationships between the two companies, ahead of their proposed merged later this year.

Advertisers have allegedly criticised the agreement, adding a Nine-Google deal may provide a comparatively greater commercial opportunity.

Standard Media Index figures claim a merged Nine-Fairfax entity will create Australia’s largest media company, in terms of media agency expenditure.

As previously reported, the merger is said to create a $4.2 billion media powerhouse.

For the last financial year, a merged Nine-Fairfax entity reportedly collected 15.8% of agency revenue, with Google falling in third place with ~9%.

Recent reports claim Nine is also in talks with Google, to secure an increased portion of revenue from Nine content distributed on YouTube.