Yahoo Reaches New Agreement With Google
October 23, 2015
On October 19, Yahoo filed regulatory paperwork with the SEC that revealed a new arrangement between the search engine and Google. The apparent goal of the agreement is to aid Yahoo’s search business, on both desktop and mobile devices. The agreement outlines the following as services that Google will provide:
- Web search results
- Search ads
- Image search services
In the new deal, there is no minimum number of search queries that Yahoo is required to give Google, meaning Yahoo has the flexibility to manage its search queries however it pleases. This is clearly stated in the agreement:
“The Services Agreement is non-exclusive and expressly permits Yahoo to use any other search advertising services, including its own service, the services of Microsoft Corporation or other third parties.”
Loosening Ties With Microsoft
This pact would not be possible were it not for Yahoo’s recent loosening of ties with Microsoft. Though Yahoo still continues to use Microsoft as a search partner, their contract was adjusted earlier this year to remove the exclusivity. Yahoo’s new deal with Google also does not require exclusivity from Yahoo, meaning Yahoo can draw search query results from the two top competitors in the market.
Google dominates the search market with nearly 64 percent of queries as of last month, while Microsoft falls short of that with only 20.7 percent of queries. Google clearly has more to offer Yahoo in terms of reach. Plus, Yahoo is likely looking for a lift in performance as quarterly earnings fell below analysts’ expectations. Nonetheless, Yahoo and Bing claim their relationship still stands and maintains the same goals as before. The following statement comes from Microsoft in response to an inquiry from GeekWire about Microsoft’s partnership with Yahoo:
“We remain committed to the Yahoo syndication partnership and will continue to serve the majority of Yahoo traffic as outlined in our contract extension. Yahoo is a valued partner and we look forward to continuing to serve our advertising customers through the Bing Ads marketplace.”
How do you feel about this recent announcement? Do you think this new agreement will bring Yahoo’s earnings in alignment with analysts’ expectations?
Browse By Category
Bing Ads Content Data To Be Deleted
Bing Ads is Deleting Content Data. What you should know and do before-hand.
What Will 2018 Hold for Social?
In this webinar, join AdStage’s JD Prater and Hanapin’s Steve Burnett as they look into the next year and show you what to look forward to in the social advertising world.
Why Brand Ad Campaigns Are Important
Explore reasons why you should consistently bid on your brand name and gain more real estate in search results for branded searches.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure
Part 1 of 2 in Shopping structures for PPC accounts. Learn how to organize your PLA campaigns using a tiered prioritization strategy.
Your Last Chance to Join Us at Hero Conf London
We're ready to welcome more than 300 PPC pros to Hero Conf. And we'd love to add your name to the attendee list at London's Only All-PPC Event.
4 Tips For Troubleshooting PPC Performance
Get tips on how to troubleshoot PPC performance and start on your way to becoming a PPC troubleshooting pro today!