Yahoo on Search and Advertising Post Microsoft Deal

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Now that Yahoo and Microsoft have received DoJ and EU approval on their search and advertising deal, Yahoo is doing plenty of talking about what the deal will mean for its search engine and its advertisers.

The two companies have a Search Alliance page set up that gives some insight about what to expect, such as:

When the Yahoo! and Microsoft Search Alliance is implemented, both companies will continue to have differentiated consumer search experiences. However, Microsoft will manage the technology platforms that deliver the algorithmic (powered by Bing) and paid (powered by adCenter) search results.

Yahoo! and Microsoft will each provide customer support to different advertiser segments: Yahoo!’s sales team will exclusively support high volume advertisers, SEO and SEM agencies, and resellers and their clients. Microsoft will support self-service advertisers. In addition, Microsoft adCenter will be the platform for all search campaigns.

Microsoft Yahoo Search Alliance

For advertisers, Yahoo says they will be able to reach more customers, save time and effort, and benefit from "rapid innovation." According to Yahoo, the "alliance" will help advertisers reach up to 150 million searchers and get about 62% more search volume.

There have been many questions about what would happen to Yahoo Search BOSS and SearchMonkey after the Microsoft-Yahoo deal took effect. There are still questions, but Yahoo has at least addressed the situation again now that the deal has received approval. 

"With the implementation of the search alliance, the BOSS team is excited to examine the Microsoft web, image, and video search technologies in more detail," says Yahoo's Ashim Chhabra. "Yahoo! may continue to offer the BOSS service, which would integrate some Yahoo! services and content with algorithmic results provided by Microsoft. The team is exploring what a future offering could consist of, with some services powered by Microsoft and unique content provided by Yahoo!. As we finalize details for any changes to the BOSS service, we will give developers plenty of notice." 

"Also, prior to the announcement of the Yahoo! and Microsoft search alliance, we shared our intention to explore a fee-based structure for BOSS," Chhabra adds. "We continue to explore an appropriate revenue model as we work to define the future of BOSS in the context of our new search alliance. We know BOSS is important to your business, and any conclusions on strategic direction and roadmap for the service will be shared with developers as soon as possible."

Yahoo and Microsoft are also sharing ideas about how to "advance" SearchMonkey. The fact that they say "advance" seems to indicate that it will still have a place in Yahoo's search strategy.

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.