Microsoft, Yahoo Finish Paid Search Transition in U.S., Canada
Microsoft has finished migrating all of Yahoo's ad accounts to its adCenter platform in the U.S. and Canada. The companies hope this effort helps Bing compete with Google.For two months, Microsoft Bing has been serving all of Yahoo's searches in the United States and Canada. Now all of the paid search Yahoo generates in those countries is funneling through Microsoft's ad platform, too. Microsoft and Yahoo Oct. 27 said they finished migrating all of Yahoo's ad accounts to Microsoft's adCenter advertising platform in the United States and Canada, the next step in the companies' 10-year pact to have Microsoft fuel Yahoo's search engine.
a significant milestone in making Microsoft/Yahoo the No. 2 search player. The pact should provide market share stabilization, op-ex savings and revenue per search for Yahoo, with Microsoft gaining "much needed minimum scale to be relevant and meaningful in search and more innovation and differentiation to expand its share." Microsoft and Yahoo's work is not done. Over the next few days, Yahoo Mobile search ads will be transitioned to the Microsoft adCenter. Beginning early next year, Yahoo and Microsoft will start shuttling Yahoo search and search ads to Microsoft in international markets, an effort the companies hope to complete in early 2012. The partners will start transitioning organic search in Latin America markets in the first quarter in 2011, followed by U.K., France, Ireland and India in the second quarter of 2011.