The recent rumor mill had it that Yahoo might decide to not renew its search agreement with Microsoft but things have been sorted out because both the companies are going to announce today that their partnership will continue with a few changes.
The changes that have been agreed give Yahoo some leverage to alter its search results based on a platforms because this partnership is now non-exclusive for mobile and desktop. Apparently, Yahoo wants to keep with itself some flexibility to customize the user experience for its search users though it wants to make use of Bing technology while doing t his. A yahoo company spokesperson said:
“Yahoo will continue to serve Bing ads and search results for a majority of its desktop search traffic.”
There are also going to be changes the way ads are managed and delivered. Microsoft will have the ownership of the ads that will be served from Bing Ads while Yahoo will stick with its Gemini ads platform. Both Yahoo and Microsoft have agreed to change these sales responsibilities during the summer. Realistically speaking, the new changes to the partnership allow Yahoo to manage and own its own ad platform while also serving Bing Ads alongside Yahoo search results.
Marissa Mayer, Yahoo CEO has said:
“Over the past few months, Satya [Microsoft CEO] and I have worked closely together to establish a revised search agreement that allows us to enhance our user experience and innovate more in our search business. This renewed agreement opens up significant opportunities in our partnership that I’m very excited to explore.”