26 Apr '15, 5pm

Yahoo-Bing Reach New Search Deal; Yahoo Gains Right To Serve Search Ads On The PC - #ppc #digitalmarketing

This morning Yahoo and Microsoft announced an amended search relationship. While it keeps the basic framework of the original deal in place it gives both companies, most notably Yahoo, more autonomy. Under the old deal, Yahoo had to carry Microsoft’s Bing’ ads on desktop. On mobile, Yahoo had flexibility to sell as it likes. Over the past year, Yahoo has made great use of this by launching its Yahoo Gemini platform that allows a single place for advertisers to buy mobile search and native ads. Now Yahoo has more flexibility on desktop. Under the new deal, 51% of its desktop search traffic has to carry Bing ads. The rest can carry ads however Yahoo likes — either from its own Gemini system or other partners. The biggest likely external partner would be Google, which has expressed interest in the past. Google originally wanted to be Yahoo’s partner before a deal with Microso...

Full article: http://searchengineland.com/yahoo-bing-renegotiate-search...

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