Last year the two technology giants Yahoo and Microsoft signed an agreement to collaborate on paid searches on Yahoo's search engine. Just in time for the holiday advertising and shopping surge, this partnership is being fulfilled and it's official that Microsoft's Bing platform is now powering 100 percent of paid searches on Yahoo sites in the U.S. and Canada.
It’s a positive sign for advertisers who're looking for something different from the Google offerings. The combined market for Microsoft Bing and Yahoo Search is expected to be around 27.9% while the largest chuck is still fed by Google. Hopefully this new partnership will provide a fair play in the mighty ads business while giving the advertisers more options to explore.
According to Yahoo, the company "…remains focused on delivering unique consumer experiences … and on increasing user engagement in our owned-and-operated search products to help drive high-quality traffic into the combined marketplace. " As part of the agreement with Microsoft, Yahoo started serving search results that were powered by Bing at the back-end a few months back but now there will be an official transition of accounts from Yahoo to Microsoft's AdCenter.
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