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BizReport : Search Marketing : January 04, 2007

MIVA Gets Google, Yahoo Gets Dropped

A search marketing partnership between Yahoo and search engine MIVA that dates back to 2001 is over. Google will replace Yahoo for the search engine according to papers filed Wednesday with the Securities and Exchange Commission (SEC).

by Kristina Knight

MIVA will begin using Google ads on websites and platforms that are managed by MIVA Direct. MIVA Direct produces white-label toolbar and online search protocols. The deal is set to begin within the next month and will last two years with “broad termination rights” according to the SEC paperwork.

MIVA’s deal with Yahoo Search Marketing is scheduled to end January 27, 2007. That deal dates to April 2001.

Google’s network is larger, with better capabilities for growth according to Greg Sterling, principle of Sterling Marketing Intelligence. He said (via MediaPost), "They (Google) have many many more advertisers, and they have more coverage. Yahoo's network isn't as extensive, and it becomes more challenging to grow."

This is the second loss for Yahoo within the past five months. In September 2006, Yahoo lost a deal to supply text ads for to competitor Quigo.

Tags: Google, MIVA, search engines, search marketing, Yahoo

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