Microsoft, Yahoo ad combo starts |
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Microsoft, Yahoo ad combo starts
Having finished its takeover of Yahoo's underlying search engine in the U.S. and Canada, Microsoft is now turning its attention to combining the search advertising systems of the two companies.
In a blog post today, Microsoft said companies that advertise next to Yahoo search results will be able to shift their campaigns from Yahoo's Search Marketing system to Microsoft adCenter starting this week. The transition is on track to finish at the end of October in the U.S. and Canada, according to the post. At that point, advertisers will be able to operate a single adCenter account to run search campaigns across Bing and Yahoo.
The combination of the two platforms has given Microsoft around 30 percent of the search market in the United States, promising more of the mass it needs to deliver relevant results to searchers and a larger audience to advertisers. Yahoo says it will keep making improvements to its own search user interface, while turning over the underlying search engineering to Microsoft frees the company up to focus on other things.
In a post on the Bing blog, Microsoft executive Satya Nadella says the rollout of the partnership in international markets will start after the advertising combination is complete in the U.S. and Canada.
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