Yahoo and Microsoft Search Platforms Merge

February 28, 2010 Posted by Tyler Cruz
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Yahoo and Microsoft have been in discussions to merge their search platforms, Yahoo Marketing Solutions and Microsoft AdCenter, for some time. Not too long ago, they announced that they had come to an agreement and would be merging in the future.

Last week, both Microsoft and Yahoo! sent out e-mails to their search marketing advertisers, announcing that they have now received regulatory clearance to form a search alliance. So it looks like things are moving along and this merger is really going to happen.

In the announcement, they introduce us to SearchAlliance.com, which gives more information about the search marketing merger including news and answers to commonly asked questions.

On the site they state:

“Our aim is a high quality transition of advertisers and partners in at least the US prior to the 2010 holiday season. However, we may wait until 2011 if we determine this will be more effective.”

So it appears that advertisers should be able to take advantage of the merger within this year.

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(It took me forever to find an image to modify that would work for this post, so please enjoy this one.)

This makes me wonder how this merger will affect pricing, quality score, among other vital factors important to advertisers.

Also, the demographics of Yahoo! and Bing users differ a fair bit. While Yahoo users tend to mimic the behaviours closer to those Google, Bing users tend to be more business-oriented. With this merger, this could effectively hurt many existing campaigns.

Below are some key points as mentioned on SearchAlliance.com:

  • Search ad inventory from Yahoo!, Microsoft, and their respective partners will be combined into a new unified search marketplace.
  • Microsoft will acquire an exclusive 10-year license to certain Yahoo! search technologies.
  • Microsoft will manage the technology platforms that deliver the algorithmic (powered by Bing) and paid (powered by AdCenter) search results.
  • Full implementation of the terms of the Search Alliance is expected to occur within 24 months following regulatory clearance.
  • Yahoo!’s Sales team will exclusively support high volume advertisers, SEO and SEM agencies, and resellers and their clients, and Microsoft will support self-service advertisers. In addition, Microsoft AdCenter will be the platform for all search campaigns.

It kind of sucks that AdCenter will be the new platform, as I really don’t like it. It’s cumbersome and awkward… I would have much preferred to use Yahoo’s, but maybe AdCenter will undergo some improvements as a result of the merger.

However, there is some good news. The following points are taken from the MSN e-mail:

  • Reach up to 150 million searchers and get approximately 62% more search volume than on Yahoo! alone through a new, unified search marketplace combining the Yahoo! and Microsoft networks.
  • With just one buy, you’ll reach users on Yahoo! and Microsoft sites, as well as other premium partner sites.

This will make scaling much easier, as now you will only have to work with 2 search engines traffic sources instead of 3.

Then again, the merger opens up traffic to possible competitors of yours who were only advertising on one of the networks, which could possibly raise bidded prices. I’m not really sure how the merger will affect the market in terms of whether or not traffic will be cheaper, more expensive, or stay the same, but one thing is certain: advertisers will now have access to a lot more traffic volume in one unified source.

What do you think about this merger? Share your comments.

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Posted: February 28th, 2010 under Affiliate Marketing  

41 Responses to “Yahoo and Microsoft Search Platforms Merge”

  1. This definitely shows the market domination that Google currently have. I could never have imagine Microsoft and Yahoo ever partnering.

  2. My only question is whether MSN and Yahoo are going to be as idiotic with their rules as Google, or are they actually going to treat their customers like a normal business would.

    Like, do you actually get a human being to talk to (ie. account rep) who can advise you on best practices and improvements to your campaigns, or will they ban people for no reason like Google does.

    I think that, above anything else is more important. The fact that they’re merging is not really a big deal, because it’s not like they’re going to get any more traffic than advertising with MSN and Yahoo separately right now. I guess it will make it easier to administer your campaigns from one single interface.

  3. I think it’s exciting news. These 2 giants together should give great competition to Google.

  4. BlockCPALead says:

    I completely agree about the demographics part. Bing users are far more leaning towards business/developer/microsoft centric people. Completely different to Yahoo. And for a long time, people have said Microsoft Ad Center converts the best.

  5. PPC Icon says:

    Wow this is big news. I have to say their official page looks awful though. I guess I will wait for them to go live before I bother venturing outside google adwords.

    p.s any update on your robot game?

  6. I think it’s a great move. Good to know they’ll be basing on the MS AdCenter so I can slowly stop bothering to use Yahoo.

  7. Cheat Codes says:

    For me this is desperate move for the two company to defeat Google in internet marketing. Let us welcome what the the result of this merging.

  8. Paul B says:

    I rely on the Yahoo search API for a lot of stuff. Microsoft have followed Google’s lead in seriously limited the amount of accurate info they make available so I’m worried as to how I’m going to carry on doing some of the things I’m doing now. I know there are quite a few webmaster tool developers worried about this as well. I’m hoping that it will be a few years before real implemented change is seen and by that time I should have retired rich through the Shoemoney System……or maybe not ;)

  9. James Gatton says:

    One of the goals must surely be to correct Yahoo’s chronic search advertising setup which requires separate account registration for each territory – insane. Lets see. I’d like them to start challenging Google on video search as well and exploit the weak point of Youtube centered results.

  10. teknoloji says:

    Well considering Google’s volume, we cant really blame them for not having significant account reps.

  11. Let’s hope they have better customer service than AdWords. I can’t even speak to a real person anymore.

  12. Cheat Codes says:

    @how to articles, yahoo has search API I think that can also dominate other services of Google but what makes Google on the top is their search engine algorithm no doubt on that even Yahoo.

  13. world Peace says:

    The possibility that yahoo might be a possible competitor to Google in search advertising was one of the few things it had going for it, take that away and there is little left. This recent alliance might be the reason Google is pushing those free adwords coupons for new advertisers so hard.

  14. I don’t think a Yahoo-Microsoft merger would necessarily catch up to Google, but it would close the gap a little bit

  15. Diabetis says:

    That is Batista nad JOhn Cena but I couldn’t recognize the one who is lying down.

  16. pc says:

    I think it’s a great move. Let’s hope they have better customer service than AdWords. I can’t even speak to a real person anymore.

  17. NBA says:

    Well considering Google’s volume, we cant really blame them for not having significant account reps. I like this fight :)

  18. health care says:

    This competition must be tough. Yes, Google need best competitor so they keep improving their search engine performance

  19. used tires says:

    This is definitely an exciting thing to see develop. However, I just feel it’s still not going to do anything against Google. If you put two mediocre students at work together, they’ll still be as smart as each other. But they won’t touch the brilliant student who’s winning all the exams.

    Till then,

    Jean

  20. I’m not so sure this will be the smack down on Google, but it does sound like the team will be more competitive..

  21. Metin2 Hile says:

    For me this is desperate move for the two company to defeat Google in internet marketing. Let us welcome what the the result of this merging.

  22. Cebu Jobs says:

    This merging will encourage google to improve search engine and their services. This is what we call competition.

  23. hotel says:

    The possibility that yahoo might be a possible competitor to Google in search advertising was one of the few things it had going for it, take that away and there is little left.

  24. I think it’s a great move.

  25. Google will still be the boss after this merge

  26. Hi Tyler, thanks for bringing up this very informative news. They’re are really serious on taking down google. But will see, what action plan will google use to this action of the other side.

  27. Any updates on this?

  28. Hi Tyler. This is a great news for everyone. Let’s see what that merging can do on internet. And we will see how Google will react or make an action plan. Thank you for this informative post. :-)

  29. Poor undertaker is was taken down from the canvass, but I’m sure they can’t put down google easily.

    • used tires says:

      Haha, that’s very nicely put. But seriously, I think Google can be put down. It will require all the other companies to team up for a common goal, like the Allies during WW2. Once the goal is achieved, they can go back to being competitors but until then, they’ll definitely have to work together without differences.

      Till then,

      Jean

  30. I really hope that this creates at least some kind of competition for Google

  31. Metin2 Hile says:

    I think it’s exciting news. These 2 giants together should give great competition to Google.

  32. SEO Tricks says:

    Even if they both merge I think they would not be able to beat google.

  33. Boxing Bags says:

    This could be great news for people who have had their ad words ads banned from Google’s ad network

  34. i really hope yahoo and microsoft find something and do better than google, becuase google is begining to pee me off sometimes.

  35. I think it’s a great move. Let’s hope they have better customer service than AdWords. I can’t even speak to a real person anymore.

  36. Haha I like the picture. it is now the handicap match and no more triple threat ;) but we also must on Google site because it is more easier to get better rank on Google compared to other Search engine =)

PeerFly

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