Update on the Bing & Yahoo Merger

In July 2009, search headlines revealed a deal between Microsoft and Yahoo whereby Microsoft would power Yahoo search.  Yesterday the two search engines announced that they have received clearance from the U.S. Department of Justice and the European Commission for their search agreement.  A few important details to consider:

• Both Yahoo and Microsoft search will continue to have differentiated search experiences with Microsoft (Bing) managing the technology behind the search algorithm for both.
• The Microsoft adCenter will be the platform for search campaigns on both Bing and Yahoo.
• The agreement is meant to help you reach more customers, save time and effort in managing your campaigns, and more readily experience new features through greater innovation.

These changes will not immediately affect your accounts with Bing and Yahoo as the two companies are committed to a smooth transition.  The transition is expected to occur before the holiday season of 2010.  Several things to start to think about:

• Start (or continue) monitoring your Bing and Yahoo organic search results, paying more attention to Bing as this algorithm will ultimately command more market share by the end of 2010.
• If you aren't running a Yahoo or Microsoft paid search campaign, consider starting one as you'll be able to reach customers on both Yahoo and Bing.
• Stay up to date about the transition – Yahoo Transition Center.

- Lindsay Reither
Director of SEM & Web Analytics