Yahoo! finally announces Microsoft adCenter partnership
Wednesday, October 27 2010 by Catherine Ferguson
Yahoo! has moved its search ad serving over to the Microsoft Advertising adCenter platform, which will be a significant boost for internet consultants using it for their marketing campaigns.
The transition has so far only been made in the US and Canada, but comes after a year of testing, planning, engineering and working closely with ad partners to ensure that the move is as smooth as it can be.
Microsoft Advertising adCenter powers pay per click services on both Bing and Yahoo!, enabling internet consultants to have just one account to take advantage of both.
Despite the new found optimism from Yahoo! following the completion of the deal, the search engine giant is still keen to emphasise the long road ahead before the new search strategy is fulfilled.
Yahoo! vice-president of global search business Chi-Chao Chang explained: "Though we're proud of the year of steady accomplishments for the search alliance, there is still a lot of work ahead of us.
"We have truly appreciated doing business with all of our search advertisers - some of whom have been with us since the GoTo and Overture days."
Microsoft's David Pann has also urged internet consultants and other marketers to pay close attention to their advertising campaigns over the upcoming months, to check for how the adCenter can "handle more volume".
He noted that the initial few weeks following the transition may bring with it the prospect of higher cost per clicks, as a result of the increased competition.
It's unlikely this will disappoint Bing and Yahoo!'s search rivals, particularly Google, who could stand to benefit from any potential volatility surrounding marketing costs, even over the short term.
However, as Mr Pann notes, the simplicity and other advantages of only needing one account will undoubtedly prove enticing.
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