Search engine Yahoo has announced plans to trial Google AdSense for Search
service, which will deliver relevant Google ads alongside Yahoo's search
results.
The two-week test will apply only to traffic from Yahoo users in the US and
will be limited to no more than three per cent of Yahoo search queries.
Furthermore, it will not include Yahoo's extended network of affiliate or
premium publisher partners.
According to Yahoo, the move is part of its exploration of strategic
alternatives to maximise stockholder value, including exploration of potential
commercial business arrangements.
By collaborating so closely with Google many are seeing this as deliberate
slight to Microsoft, which has launched an aggressive take-over bid for Yahoo in
an attempt to counter Google's dominance in the search engine market.
Microsoft has expressed concern that any potential deal between Yahoo and
Google would give Google a more than 90 per cent share of the search advertising
market, thereby raising competition and regulatory issues.
Yahoo has stressed that the trial does not necessarily mean that Yahoo will
join the AdSense for Search program or that any further commercial relationship
with Google will result.
However, following threats from Microsoft regarding the potential
acquisition, many analysts believe Yahoo is searching for as many friends as
possible to stave of Redmond's advances.
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