Will “Bing” bong Google?
Microsoft and Yahoo have finally signed the long anticipated search and advertising deal that is likely to last for the next ten years. The Microsoft-Yahoo search deal allows both companies to share resources and combine scale, through which they aim to compete Google search. Microsoft’s new search platform, Bing is said to have innovative and powerful features; and if combined with the scale provided by Yahoo, it is more likely to deliver rapid advances in relevancy and usefulness. Bing is expected to become a strong competitor for the current leader in search – Google.
As per the Microsoft-Yahoo search deal, Microsoft will obtain an exclusive ten years license to Yahoo’s search technologies and also be able to integrate Yahoo’s search technologies into its existing web search platforms. Microsoft’s Bing search platform will be the sole algorithmic and paid search platform for all Yahoo sites. This means that Microsoft will now power Yahoo search i.e., Bing search engine will become the default search engine for Yahoo sites. However, Yahoo will continue to use its technology and data in other areas of its business such as enhancing display advertising technology. Yahoo will own the user experience in all Yahoo sites, including the user experience for search, even though it will be powered by Microsoft technology. Also, Yahoo will do the necessary sales advertising for both companies’ premium search advertisers.
The Microsoft-Yahoo search deal is expected to benefit web users and advertisers in such a way that it improves their web search experience by churning out search results fast and also with lot of relevance; thereby increasing internet efficiency. By combining both companies’ complementary strengths and search platforms and the scale provided by Yahoo, it is likely that the pace and breadth of internet search and search advertising is bound for a new high with Bing. The Microsoft-Yahoo search deal also provides for protecting consumer privacy by restricting the data sharing between both the companies to a minimum necessary that is needed to operate and improve the combined search platform, Bing.
“Will ‘Bing’ bong Google?” – Only time can tell…
