Yahoo will test the use of Google advertisements on some of its search pages. Carrying Google Adsense on search-related ads would be a major departure for Yahoo’s own in-house search advertising system, aka. Panama. The test has recently been confirmed but will however only appear on traffic from yahoo.com in the U.S. and will not include Yahoo’s extended network of affiliate or premium publisher partners. The test is expected to last up to two weeks and will be limited to no more than 3 percent of Yahoo search queries.

“Yahoo will be testing Google’s AdSense for Search service, which will deliver relevant ads alongside Yahoo’s own natural search results. This is only a limited test, and does not necessarily mean that Yahoo will join the AdSense program.”

Yahoo indicated the Google test is part of its attempt to evaluate new business options and exploring strategic alternatives to maximize stockholder value. Whether this partnership will lead to further implementation of Google Adsense throughout the Yahoo network or any further commercial relationship with Google is too early to decide.

Yahoo as a search engine and portals of sites delivers millions of advertisements daily. Using Google ads could help increase the revenue generated by each ad, where Yahoo is believed to keep a majority of such revenue.

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