It has taken a long time for Yahoo to completely outsource their search engine and marketing efforts from their in-house team to Microsoft’s Bing team. Nevertheless, it is now learned that the transition is complete. Moving on, all the search results as well as the associated advertisements on the Yahoo portal and partner websites will be handled by Microsoft. An email was sent to Yahoo advertisers announcing them of this development.
The partnership brings a significant level of benefit to both the companies. The total search engine share of Bing and Yahoo combined in the US is close to 30% and this partnership will bring better competition from advertisers and consequently higher ad dollars.
What does this mean to the existing Yahoo advertisers? The company has noted that the search marketing solutions page will be accessible for the next five months during which the advertisers are expected to effect a complete transition to the Microsoft adCenter. Advertisers may no longer use the Yahoo interface to run campaigns.