After completing the transfer of Yahoo's underlying search engine in the U.S. and Canada to Bing, Microsoft is now turning its attention to combining search advertising systems of the two companies. Starting Aug 31st, Yahoo advertisers can begin migrating their campaigns to AdCenter, though users will still need to use both Yahoo and Microsoft tools for a while. The companies hope to start the shift of Yahoo ads to AdCenter in mid-Oct and complete the shift by the end of the month.
The combination of two platforms has given Microsoft around 30% of search market in US. Yahoo says it'll keep making improvements to its own search user interface. "Microsoft and Yahoo will continue to seek input from advertisers as we work to complete the transition," Microsoft's David Pann said.
Yahoo! has several tools for advertisers, including a feature comparison, transition checklist, and "compatibility report" generator. "We recommend you review your Compatibility Report, and fix incompatibilities between your current Yahoo campaigns and AdCenter platform before starting transition to AdCenter," Yahoo said.
Satya Nadella says the rollout of the partnership in international markets will start after the advertising combination is complete in the U.S. and Canada.