Starting this week, Yahoo search results have a new label: “Powered by Bing.” What?! Yahoo and Microsoft’s Bing once were two search engines vying for 2nd in market share, behind all-powerful Google. Their limited alliance — centered upon Yahoo’s adoption of Bing’s search technology and advertising display — is a major attempt to offset Google’s dominance in search. Can you say “no more monopoly”?
Key Dates in Bing /Yahoo Search Merger
thanks to coverage by the New York Times
- Spring 2008: Microsoft offers a whopping $47.5 billion to buy Yahoo after merger talks lead nowhere.
- Summer 2008: Microsoft abandons the offer, frustrating Yahoo investors.
- January 2009: Carol Bartz named CEO of Yahoo, as co-founder Jerry Yang is ousted.
- July 2009: The two companies announce a partnership in Internet search and advertising intended to create a stronger market with Google. (<– the current deal)
- August 2010: With few announcements from either party, Yahoo begins displaying Bing-powered search results in the US.
- December 2010: Yahoo plans to display Bing paid advertising, beginning at this time.
Good Timing for Yahoo?
While the alliance is a big win for Microsoft’s Bing– growing since its June 2009 launch– Yahoo is feeling the current momentum:
- In July 2010, Google remained the market leader by a wide margin, holding 65.8% of the U.S. search market compared with 66.2% in June.
- Yahoo picked up those lost points, rising to 17.1% from 16.7% share.
- Bing held its share at 11%.
Yahoo also stands to retain an incredible 88% of paid ad revenue for searches originating in Yahoo during the first 5 years of this merger. In layman’s terms, Yahoo is “getting a better search engine” for next-to “free,” until it begins forking over a larger share of ad revenue in 2015. Finally, Yahoo’s Dow Jones stock trading is down 1% for August 2010, vs. a nearly 8% dive in August for Microsoft. Time will tell!