The search giant enjoys a dominating presence with around 65 per cent of the US search market share for desktop, while Bing and Yahoo trail with 20 per cent and 13 per cent respectively.
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Yahoo! Inc. (NASDAQ:YHOO) recently confirmed that it is testing out other search providers starting with Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL). The appearance of Google on the Yahoo Search site was first noticed by search engine optimization firm SEO Book’s Aaron Wall, who reported the development in a blog post released on Wednesday.
As you probably know, Yahoo and Microsoft have had a search and advertising partnership in place for many years. Now under the revised deal, Yahoo is able to exercise other options for search services, either its own search technology or from other providers, given that Microsoft has the right to at least 51% of Yahoo’s search results. Now, the previous has the proper to enlist the help of different suppliers for up to 49% of its search results.
The official statement of the company wrote that the Google search add program will go through a series of tests in the following period. Chief Executive of company “Yahoo”, Marissa Mayer, has repeatedly stated that it is not happy with such a partnership.
Google already handles most web searches worldwide, and the European Commission has a formal antitrust case pending against it, alleging it has abused its dominant position.
Yahoo could not be immediately reached for comment. It is no longer bound to use Microsoft to serve all the ads on desktop searches.
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Actually agreeing to terms, however, could be the sticking point for Google and Yahoo. ” “As a result, authors claim, “… by leveraging dominance in search to promote its internal content, Google is reducing social welfare – leaving consumers with lower-quality results and worse matches”. In the meantime, the search market is starting to change. Google will hang on to being the search leader with 54.5 per cent of market share in 2015.
