In a classic case of business leading to odd partnerships, the web giants Yahoo and Google have formed an alliance. So what noble cause could have possibly united these rivals? Advertisements. Yahoo announced that it has signed a global, non-exclusive agreement with Google to display ads on Yahoo sites using Google’s AdSense for Content and Google’s AdMob services.
In a press release, Yahoo sings the praises of contextual ads that use an individual’s search history to deliver more relevant advertising. With the addition of Google as an advertising partner, Yahoo pledges to “serve users with ads that are even more meaningful.” Hooray.
As exciting as that sounds, it won’t mean much for most users. Yahoo mentions that most users won’t see a noticeable difference in how or where ads appear. The agreement simply provides for more flexibility in targeting ads. For those wondering if this is a sign of some bigger partnership, chances are slim, since Yahoo has a long-term deal with Microsoft for its large search ad business.