Microsoft And Yahoo Announce A New Search Alliance

As tech companies are increasingly realigning their efforts, Microsoft and Yahoo have teamed up to create a new Yahoo! Bing network in an effort to overtake Google.

Microsoft and Yahoo teamed up before, and are using this new announcement to elicit their search engines.

"It's been two years since the formation of the Yahoo! and Microsoft Search Alliance and we're very proud of the results. We're using this rebrand is an opportunity to reintroduce ourselves to advertisers and demonstrate what we have learned over the past two years to show advertisers how they can benefit by using the Yahoo Bing Network," read the Microsoft press release.

The press release also outlines the benefits of using the Yahoo Bing search alliance.

"Significant and unique: The Yahoo! Bing Network represents 70% of all searchers in the US, 20% of which are unique to the Yahoo! Bing Network.

Favorable Demographics: the users on the Yahoo! Bing Network show some demographic and behavioral differences that enable advertisers to find the right customer, at the right time, for their business.  Our users live in different places, drive different cars, go to different stores and eat at different restaurants. 

Lucrative: Yahoo! Bing Network reaches 151 million searchers in the U.S. who are likely to spend 24% more than the average searcher, and likely to spend 5% more than Google searchers in the U.S."

It is clear that Microsoft and Yahoo are looking take some of Google's lucrative search and advertising profits. Microsoft Advertising is being renamed as the new Bing ads service. It promises to "streamline the experience of buying search ads and provide a unique platform to reach customers."

As of now, Google is still top dog in terms of search audience. But with the revamped alliance, both Yahoo and Microsoft look like they are making a strong effort to be bigger than Google.With the proclaimed reach of 30.4 percent of the U.S. search market, the Microsoft Yahoo search alliance is a promising outlet.