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Yahoo is still relying on Microsoft's Bing, but now has more flexibility

Devindra Hardawar, @devindra
April 16, 2015
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Yahoo isn't dumping Microsoft's Bing just yet. The two companies formed a search partnership back in 2009 that made Microsoft's search engine and ad platform an integral part of Yahoo's search, and today they announced the renewal of that partnership. But there are also a few new tweaks that makes the deal even better for Yahoo: It can now "enhance" its search experience on desktop and mobile, as the Bing partnership is now non-exclusive. So don't be surprised if Yahoo ends up taking its search interface in entirely new directions, or if Bing starts powering search on other big sites. Also, the two companies will take full control of their own ad platforms when it comes to search. That gives Yahoo the power to build up its own ad arm, while still getting some revenue from Bing ads that show up on its results.

[Photo credit: Justin Sullivan/Getty Images]

Engadget’s parent company, Verizon, now owns Yahoo. Engadget remains editorially independent.

In this article: Bing, microsoft, search, Yahoo
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