Yahoo!’s Search Alliance deal with Microsoft will bring together different areas of expertise to hopefully create "a true alternative to Google", according to the company’s senior vice-president Mark Morrissey.

In an interview with BoomTown, he said Microsoft’s experience in delivering "great global platforms" combined with Yahoo!’s strengths of working with advertisers will provide the necessary mechanics to challenge the search market’s most dominant player.

Under the Search Alliance agreement, Yahoo!’s algorithmic and pay per click marketing services will be integrated into Microsoft’s adCenter

"The principle is to transition with quality. That’s the overriding factor," Mr Morrissey said.

US advertisers will start to move to the new platform later this summer and all users of Yahoo!’s online marketing services are scheduled to be transferred across to adCenter by early 2012.

The Search Alliance deal was given the green light by US and European competition regulators in February.

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