Yahoo! and Google are exploring a new relationship again. Yahoo! is testing Google's Search to power some of its regular search as well as search ads.
As something that's allowed under its renegotiated deal with Microsoft, Yahoo! is trying to engage in a partnership with Google to benefit its own.
Yahoo! confirmed the news on July 1st, 2015, saying that the company has begun testing Google search ads for a small portion of its users.
"As we work to create the absolute best experiences for Yahoo! users, from time to time, we run small tests with a variety of partners including search providers," said Yahoo! in a statement.
Google is the by far the most popular search engine in the world. With over than 70 percent market share, the search engine giant outpaced Yahoo! by a long run at 9.6 percent. Microsoft which plays its role with Bing, is having itself in between with 10 percent share.
Below is a screen shot showing Google-powered Yahoo! Search results:
And here is the usual Bing-powered Yahoo! Search results:
The Flexibility for a Stepping Stone
Back in 2009, Microsoft had a deal with Yahoo! to power its search. The deal also included a revenue-sharing agreement. With Google now growing to become a potential threat to Microsoft in its market, The Redmond-based tech giant isn't going to stay still.
In April 2015, Microsoft provided Yahoo! with more "flexibility to enhance the search experience" across mobile and desktop devices. The deal is also allowing Yahoo! to partner with other companies to power its search feature, as long as 51 percent of all search results are still delivered by Bing. The revised deal allowed Yahoo! to use its own search technology or that of other providers for up to 49 percent of its search results.
Earlier in her career, Yahoo!'s Marissa Mayer was a former Google employee who oversaw its search products. Moving to Yahoo!, her focus was always in development of new products, rather than using others. This moment is Mayer's first time in turning to her old employer for help.
