In a blog post announcing the global relationship, Yahoo said, “By adding Google to our list of world-class contextual ads partners, we’ll be able to expand our network, which means we can serve users with ads that are even more meaningful.”
Yahoo already displays contextual advertising as part of Bing’s content network, and last September, it announced a deal to open its own contextual advertising network in partnership with Bing and Media.net.
Given CEO Marissa Mayer’s relationship with the folks at Google, and the fact that she recentlypoached former Googler Henrique de Castro to be her chief operating officer, it’s not a huge surprise to see Yahoo working with Google. Still, Microsoft probably isn’t thrilled, given the move indicates some insufficiency of the Bing alliance — which hasn’t delivered the hoped-for results to Yahoo.
Speculation as to whether a more comprehensive tie-up between Yahoo and Google is in store will no doubt abound. The Bing deal for algorithmic and paid search isn’t set to expire until 2019. News of the new Yahoo/Google relationship was first reported by AllThingsD.
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