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Microsoft/Yahoo! Deal Passes Regulatory Hurdles, Now Turns to Implementation

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A new day in search: It's so on.

Microsoft and Yahoo! have received approval from both the U.S. Department of Justice and the European Commission for their search deal announced last summer. Now, their attention turns to implementing the deal.

Let the games begin.

Yahoo! will transition their search to Bing, and their paid search platform will become adCenter. However, Yahoo! ad reps will be the sales force for the deal.

The plan is to get things merged by the 2010 holiday season, but they're also not going to mess with that crucial time of year for advertisers if they fall behind schedule.

As for the search experience on Yahoo!, they will still be innovating on top of the Bing results.

But what search marketers want is for that innovation to turn to dollars. I have talked to so many SEMs who say that their ROI on Bing is awesome, now they just want more traffic to maximize the conversions.

If this deal is implemented properly, then search marketers may indeed get more traffic for those conversions that they're loving in small portions.

Only time will tell but 2010 is setting up to be one of those big years in search.

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