Yahoo and Google have entered a partnership where Google will provide Yahoo with search results and ads.
On Wednesday both Yahoo and Google confirmed they are working on a partnership where Yahoo will be provided by search result content and search ads by Google. The deal is still in its testing phase with Yahoo evaluating the results of Google and may not turn into a real deal.
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A Yahoo representative told NYTimes that the company is working towards providing its users the best search experience and for that purpose they hold small tests with different search provider partners from time to time. Yahoo did not share any further information and Google did not immediately respond for a comment.
Google holds the biggest chunk in the worldwide search engine avenue and is the most popular search engine in the world. Currently Google dominates with a 71 percent of the search engine market share, while Yahoo only holds a small 9.6 percent, led by former Google executive Marissa Mayer.
Previously Yahoo has a deal with Microsoft in 2009 to provide search results; however since the new of Google’s involvement, there seems to be a competition developing. Earlier in April the agreement between Microsoft and Yahoo which was supposed to last for a decade was altered to provide Yahoo with more flexibility to enhance search experiences.
A key alteration was the allowance for Yahoo to partner with other companies to provide it with search results for mobile and desktop devices. However Bing by Microsoft still holds 51 percent rights to providing the search results on the Yahoo platform.
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Still the deal could provide a way for Google to generate more revenue through services provided to yahoo if the companies can agree on a partnership terms. Microsoft has also come up with a deal with AOL to power its search services.