Yahoo! migration to Microsoft begins in the UK

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The long-awaited migration of Yahoo! search marketing accounts into Microsoft's adCenter is set to begin today, as part of the search alliance originally formed by the two in 2010, according to an article published by New Media Age.

Search traffic for Yahoo! will also be powered by Microsoft's Bing search engine as a result of the migration - which has already launched in America, Canada and India.

Scheduled for completion at the end of April, the migration will allow search engine marketing professionals to purchase ads for both Yahoo! and Bing via adCenter.

Microsoft's UK marketing manager, Cedric Chambaz, commented on the launch of the alliance.

He said: "Starting around 19 March, we expect to progressively start serving adCenter ads to Yahoo! searchers. The entire Yahoo! paid search volume is expected to be transitioned to adCenter within approximately two weeks from that date."

More about the transition can be found on the Microsoft adCenter blog.

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