Yahoo has revealed a partnership that will have Google providing some search results (including images) and search-based ads.
It’s not certain just how many queries the Mountain View company will handle, but the deal is “non-exclusive.”
If it wants, Yahoo can draw on Microsoft’s Bing or any other provider.
The pact lasts until the end of 2018, too, so the company isn’t committed on the same level as it was when it struck the Bing deal in 2009.
The alliance seems odd at first glance, since Google and Yahoo were arch-nemeses for years.
However, it makes sense given Yahoo’s current position. Its earnings dropped to a relatively paltry $76 million in the third quarter, and the agreement (which has Google paying Yahoo for search ads) could bring in some much-needed cash.
The Bing deal never led to improved market share, so the company has little to lose.
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