Microsoft and Yahoo modify search partnership

Changes designed to help improve advertiser management.

The search partnership agreement, which has been in place since 2009, has been amended to give each of the partners more autonomy.

Yahoo will have more control over how search results will be displayed and Microsoft will regain control of selling adverts for Bing.   The move is expected to boost Yahoo’s revenues.  Bing and Yahoo are predicted to account for 6.5% of total global search in 2015.

Sources: ITProPortal; Telegraph.