We all knew it would happen sooner or later. Starting on April 18th 2012, the Microsoft-Yahoo Pact will take effect in the United Kingdom, Ireland, and France. It was nearly three years ago when the Microsoft Corportation (NASDAQ:MSFT) & Yahoo! Inc. (NASDAQ:YHOO) Pact was first implemented and now they’re finally expanding to Europe.
The alliance between the two lesser search engines allows Microsoft’s ad Center advertisements to be displayed on Yahoo pages and search results. At the end of the month, all Yahoo traffic stats will be available through adCenter and Yahoo’s search marketing accounts will be read-only mode. Microsoft stated that they should increase the bids for keywords in order to make way for the incoming traffic from Yahoo search.
It was nearly a month ago that both companies formed an advertising partnership with AOL which was to offer investors a more plentiful selection of investors. The Microsoft-Yahoo Pact was designed to give both companies a boost which would enable them to compete better with their biggest competitor Google. The pact is already in affect in India and the United States. Microsoft’s next goals include markets in Austria, Germany, and Switzerland.
The entire Microsoft-Yahoo alliance doesn’t really affect search engine users, it’s more of a way for both companies to utilize their strengths and increase their ranks in the search engine world. Will their pact make them as big or even bigger than Google? I highly doubt that, but at least these two companies are working together to create something useful. According to Robin Wauters from The Next Web, the Microsoft (Bing)-Yahoo alliance hasn’t faired so well here in the United States nor India, and it’s too early to tell if it will be successful in Europe. I guess it’s only a matter of time until Microsoft acquires all Yahoo services and merges them with their own brand.