Six years after Yahoo! and Microsoft signed a partnership that would see Yahoo! using Bing as its default search engine, the two companies have renewed the deal, with Yahoo! now able to customise its results.
As part of the renewed deal, Yahoo! has now been given greater flexibility to alter what results appear depending on the device it is viewed on, differing from the original deal, which made the Bing results exclusive to desktop and mobile.
This means Yahoo! will continue to serve Bing ads and search results for a majority of its desktop search traffic.
Also, according to Yahoo!’s statement on the deal, Microsoft will have rights to all adverts provided by Microsoft’s Bing Ads platform, while Yahoo! will be able to run its own separate Gemini ads platform, allowing for simultaneous adverts from both companies to appear on the same Yahoo! page.
Speaking of the deal, Microsoft’s CEO Satya Nadella, said: “Our global partnership with Yahoo has benefited our shared customers over the past five years and I look forward to building on what we’ve already accomplished together. Our partnership with Yahoo! is one example of the diverse partnerships we’ll continue to cultivate in order to have the greatest impact for our customers.”
Yahoo! page image via Shutterstock