While we’ve survived the arrival of Mobilegeddon, there’s a new big change happening that will affect online advertisers: Yahoo and Microsoft are altering their strategic search alliance. While according to the Yahoo press release, this change is being made to “improve the search experience, create value for advertisers, and establish ongoing stability for partners”, it is also sure to cause a major upset in the online advertising world.
Here’s the background on this change: Previously, Bing Ads used to be the only interface through which search on Yahoo sites and Microsoft sites were being managed. Then, on February 19th, 2014, Yahoo Gemini was launched as a search marketing platform which would be a unified marketplace for mobile and native search.
Now, in April 2015, two more significant changes happened:
So, what are the implications of this?
For more information on this change, please check out the following links:
What is Yahoo Gemini – link
Yahoo and Bing update their relationship status – link
Microsoft and Yahoo Agree to Amend Search Partnership – link
What do you think this change will mean for the online advertising landscape? Let us know your thoughts in the comments below!