This year we were expecting the Yahoo! and Microsoft Search Alliance “land” in Europe. A scheme to improve the user experience, as well as making life easier for advertisers and increasing the combined market share, the Search Alliance has successfully gone ahead in the US, with all advertiser accounts migrated between October and November last year.
US users continue to benefit from two search engines and interfaces, while in the background Microsoft technology supports advertisers and combined client services teams look after advertisers in the US and Canada.
In the UK and France (followed by the other European countries and then the rest of the world), the advertisers were preparing for the Search Alliance (scheduled for June 2011), but were now asked to be patient, as Yahoo! and Microsoft are “focused on working to meet marketplace and product performance benchmarks agreed upon for North America, in order to apply these optimization efforts to future markets.”
So far, it looks like we will have to wait until the beginning of 2012 to see the Search Alliance go ahead in the UK, and to later next year for all other markets. Let’s try to be patient!