Microsoft and Yahoo sign new advertising and search deal

Yahoo has signed a new agreement with Microsoft for its search engine. In the new deal, Yahoo will continue to show search results from Bing, but the company will have more room to enter into advertising agreements with other parties.

Under the new agreement, Yahoo will no longer handle the acquisition to bring advertisers into Bing search ads. Microsoft will take care of this. In addition, Yahoo needs to provide ‘only’ 51 percent of search traffic with Bing ads, unlike the previous agreement where all displayed ads came from the Bing ad platform.

The new agreement gives Yahoo room to look for other parties that can place ads related to search queries, such as Google. The company can also start serving ads for up to 49 percent of searches via Yahoo. To this end, the company is working on its so-called Gemini platform. The internet company does not yet say which choice Yahoo will make.