The Yahoo And Bing Merger: What Will Change?

The merger of Yahoo and Bing has stirred up many different questions in the internet world. One of the biggest questions is what the merge will contribute to the user search experience.

Ad inventory: The merger will develop a bigger ad inventory, which is perhaps Microsoft’s most important and beneficial asset in the deal. Running ads through the Microsoft platform and having the ability to control targeting, quality and relevance will help them gain market share. Also, a bigger inventory will greatly improve the relevancy of the ads. The more relevant the ads are, the more successful the user experience will be.

Advertiser commitment: Through the merger, Microsoft became a mandatory buy. This allows them to build stronger relationships with advertisers and in return, acquire their commitment. For the user, more innovation, such as in offering sponsored search formats, can be expected.

Competition: The Yahoo-Bing merger will create competition that Google cannot ignore. If Microsoft brings innovation, Google must respond. Users will witness an evolving search landscape and benefit from the new competition.

How will the merger affect you and the way that you value results?