Amended search partnership gives Yahoo more flexibility
Yahoo search is changing, though you won't notice it right away. As is stands now, Yahoo search is powered by Microsoft's Bing search engine. For the majority, that won't change, though for others, it might. As part of the new search deal between Yahoo and Microsoft, Yahoo will be allowed to display its own search results and ads for up to half the searches performed by visitors to its sites and applications.
Yahoo boss Marissa Mayer says her and Microsoft CEO Satya Nadella have been working together for the past several months to revise the original search agreement, which was put into place in 2009.
"This renewed agreement opens up significant opportunities in our partnership that I'm very excited about to explore," Mayer said in a statement.
As Mayer explains it, Yahoo will have more flexibility to enhance the search experience on any platform, since the partnership is non-exclusive for both desktop and mobile. She claims that Yahoo will still serve Bing ads and search results for the majority of its desktop traffic.
In addition, Microsoft will be in full control of the salesforce for ads delivered by Microsoft's Bing Ads platform, and likewise, Yahoo will remain the exclusive salesforce for its Gemini ads platform. In other words, Yahoo now has the ability to sell search ads to advertisers through Gemini, while Microsoft will begin taking over sales of all ads for Bing search.
That's all the companies were willing to share at this time, so we'll have to wait and see how this revised arrangement affects real-world search results.
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