Microsoft and Yahoo have enhanced their partnership which centers around Microsoft's online search tool, Bing. Microsoft, which has headquarters in Redmond, Washington and Yahoo, which is headquartered in Sunnyvale, California, have made the move to "improve the search experience, create value for advertisers and establish ongoing stability for partners".
The original agreement between the two organizations was signed in 2009 and it tied Yahoo to Microsoft's paid and algorithmic search for the PC through revenue sharing. Although this original structure has not been altered, the latest enhancement is intended to underscore the companies' commitment to their partnership by focusing on two areas.
Yahoo has now been given greater "flexibility" and is now more able to improve its customers' search experience both from PCs and mobile devices but also continues to offer Bing advertisements alongside its desktop search results. In addition, sales teams for Microsoft’s Bing Ads platform and Yahoo's Gemini ads platform will be more integrated to enable both organizations to cater to advertisers' needs more effectively.
“Our global partnership with Yahoo has benefited our shared customers over the past five years and I look forward to building on what we’ve already accomplished together,” explained Microsoft's CEO, Satya Nadella in a Yahoo press release. “Our partnership with Yahoo is one example of the diverse partnerships we’ll continue to cultivate in order to have the greatest impact for our customers.”
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