Yahoo! will provide search results and advertising to Media Corp as part of a partnership with the London-based media and ad firm. Under the deal, Yahoo!’s ads – mostly display and banner – as well as search function will be added to Media Corp’s publishing network, which includes Gambling.com, Onthebox.com, Flightcomparison.co.uk, Creditcardexpert.co.uk and Sport.co.uk.
These attract more than 3m unique monthly users and generate more than 15m advertising impressions, mostly in the UK, says Media Corp. “Adding Yahoo!’s paid search and content match solutions to our in-house publishing network will enhance our users experience and drive new revenue to our bottom line,” says Media Corp CEO Justin Drummond.
Also this week, The Wall Street Journal reported that Yahoo! is close to outsourcing its search advertising to Google, after a first week of trialling the scheme delivered “positive results”. The search engine launched a two-week trial of Google AdSense platform for 3% of its searches last week, as it seeks ways to leverage its position vis-a-vis Microsoft.