Dive Brief:
- Yahoo and Microsoft have negotiated new terms of their partnership—started in 2009—that will give Yahoo more freedom in search results.
- Under the new terms, up to 49% of search results and ads can now come from Yahoo. Previously, all results came from Microsoft's Bing.
- Yahoo will also have more opportunities for ad delivery under the new deal, changing from handling only premium inventory to selling all ads delivered in its share of search results. Bing will handle only its 51% of results.
Dive Insight:
Yahoo CEO Marissa Mayer, formerly an executive for rival search engine Google, has made it clear since her initial appointment to the role that search will be an important component of Yahoo's ad strategy. The renegotiated deal will give Yahoo more control over desktop search results—an important move considering that 35% of Yahoo's revenue came from search last year.
