Microsoft and Yahoo have announced changes to their search agreement to bring it more in line with modern technology use, and take services such as mobile search into consideration.
The deal has been in place since 2009. Yahoo chief executive Marissa Mayer and Microsoft chief executive Satya Nadella welcomed the amendments and the companies’ ongoing relationship.
“Over the past few months, Satya and I have worked closely together to establish a revised search agreement that allows us to enhance our user experience and innovate more in our search business,” said Mayer.
“This renewed agreement opens up significant opportunities in our partnership that I’m very excited to explore.”
Nadella echoed this, adding that the deal highlights the wide extent of Microsoft’s partnership pool.
“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,” he said.
“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.”
There are two main changes. The first is aimed at streamlining advertisement selling and will see each firm become master of its own domain.
“Microsoft will become the exclusive salesforce for ads delivered by Microsoft’s Bing ads platform, while Yahoo will continue to be the exclusive salesforce for Yahoo’s Gemini ads platform,” explained Yahoo.
The other change relates to how much traffic Yahoo is expected to pull from Bing. Yahoo was solely linked to Bing, but now has “increased flexibility to enhance the search experience on any platform”, and need only take 51 percent from the Microsoft option.
“The partnership is non-exclusive for desktop and mobile. Yahoo will continue to serve Bing ads and search results for a majority of its desktop search traffic,” the firm explained.
This opens up the non-desktop PC element of search to the possibility of dealing with other partners such as Google.