Coined the “Yahoo and Microsoft Search Alliance”, it looks as if the search engine platform that has been pushed under the carpet by Google is looking to re-emerge. Now marketers will be able to control all their Yahoo! Search Marketing efforts as well as their Microsoft adCenter ads under the same platform as the integration finishes up later today.
No word yet as to whether or not this will be fully functional through the Microsoft adCenter Desktop tool, but my guess is that they will add that functionality shortly, if its not already available. Combining these two search behemoths will no doubt give Google shareholders a stirr but I feel like this is a great thing for internet marketing. It will allow for advertisers to effectively double their search traffic and make for a more valuable media buy for agencies.
How Yahoo! and Microsoft will work together:
- Search ad inventory from Yahoo!, Microsoft and their respective partners will be combined into a new unified search marketplace. Microsoft adCenter will be the platform for all search campaigns.
- Microsoft will acquire an exclusive 10-year license to certain Yahoo! search technologies.
- Microsoft will manage the technology platforms that deliver the algorithmic and paid search results used by Yahoo!
- Full implementation of the terms of the Search Alliance is expected to occur within 24 months following regulatory clearance.
- Yahoo!’s Sales team will exclusively support high volume advertisers, SEO and SEM agencies, and managed resellers, and Microsoft will support self-service advertisers.
The Yahoo! and Microsoft Search Alliance does not include each company’s display advertising, web properties and products, email, instant messaging, or any other aspect of the companies’ businesses, so rest assured they still want to maintain some of their own value with the network they’ve built. Microsoft is undoubtedbly pleased with the deal as they need all the help they can get making Bing! more socially acceptable, and why not start with the advertisers.
All in all I look forward to testing the new transitioned ad platform and I feel it will be a positive thing for advertisers everywhere. For more info on this change over check out the Yahoo/Microsoft transition page.