Yahoo Dumped Microsoft Buy-out For Google Non-Exclusive Partnership. Has the Courtship Ended? Or is it just beginning?

Yahoo has finally made their call. They have finally said "NO" to Microsoft. Yes Microsoft got dumped. Yahoo didn't want a buy-out or maybe they did, but they just didn't think Microsoft's offer was good enough.

What they have done instead is partnered with Google. They have ceded their search capacity to Google. So right now, the ads that will come out on Yahoo are essentially Google ads. That's what it means.

The business strategy here being that revenues could potentially increase for Yahoo search. However the flip-side is that this gives Google even more power in the market. It's now closing into monopoly if I may say so myself as Google supplies other smaller search engines like Ask.com

CNet reports that Yahoo expects the revenue to help the company invest in its dual-pronged advertising strategy that's designed to offer advertisers an easy ability to buy text ads on search results and to buy graphical "display" ads elsewhere on Yahoo's considerable Internet properties.

"This agreement provides a source of funds to both deliver financial value to stockholders from search monetization and to invest in our broader strategy to transform display advertising and advance our starting-point objectives with users," Yahoo President Sue Decker said in a statement. "It enhances competition by promoting our ability to compete in the marketplace where we are especially well-positioned: in the convergence of search and display."

Under the deal, Yahoo will select the search terms for which Google will supply ads, the companies said. The ads will be displayed in the United States and Canada, and Decker took pains to say how Yahoo controls which Google results are displayed and when.

Yahoo's search ad engine, Panama, is competitive with Google's for many popular queries, but Yahoo plans to use Google with less common searches, Decker said. "Yahoo monetizes very competitively with Google for query ads but is not as competitive in the tail," she said, referring to the long statistical tail consisting of a large number of infrequent searches.