BtoB

Yahoo: Transition to Bing search expected by August

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Sunnyvale, Calif.—Yahoo has sent an e-mail letter to its search advertisers, notifying them that it hopes to transition its organic search function fully over to Microsoft Corp.'s Bing as early as August, well ahead of earlier estimates.

In a “Dear Advertiser” communication, Yahoo said that time frame will be adhered to “assuming our testing continues to yield high-quality results.” The company added that if improvement is called for, the launch may be pushed back into 2011, as originally estimated.

Yahoo and Microsoft Corp. first announced their deal for Yahoo to use Bing as its default search engine in July 2009. The 10-year arrangement is expected to expand Yahoo and Bing's combined search market share to about 24.3%, compared with Google's current 71.7%, according to Experian Hitwise figures released this week.

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