Yahoo signs deal with rival Google to use its AdSense service

Yahoo is counting on rival Google to help accelerate its revenue growth. The company will start using Google’s AdSense and AdMob services, according to a report in Bloomberg.
As part of an arrangement announced Tuesday, Yahoo’s website will begin drawing upon Google’s massive online advertising network to show marketing messages related to the content that’s being perused.
Yahoo’s company blog states,

Today, we’re excited to announce that we recently signed a global, non-exclusive agreement with Google to display ads on various Yahoo! properties and certain co-branded sites using Google’s AdSense for Content and Google’s AdMob services.

The Yahoo logo is seen in this file photo.

By adding Google to our list of world-class contextual ads partners, we’ll be able to expand our network, which means we can serve users with ads that are even more meaningful.
For our users, there won’t be a noticeable difference in how or where ads appear. More options simply mean greater flexibility. We look forward to working with all of our contextual ads partners to ensure we’re delivering the right ad to the right user at the right time.

Google already distributes similar ads to thousands of websites, a service that has helped establish it as the Internet’s most prosperous company.

Yahoo as been struggling to attract more advertisers in recent years, even though more marketing budgets have been shifting to the Internet. Google retains part of the revenue generated from the ads shown on its partners’ sites. The revenue split with Yahoo wasn’t disclosed.

Yahoo CEO Marissa Mayer worked as one of Google’s top executive before being lured away nearly seven months ago. Mayer has made some notable changes to Yahoo. Under her direction, the company has revamped its email, launched a Flickr mobile app and made changes to image search on Yahoo.