Bing Ads has released a new data depicting the weekly trending of Yahoo search and click volume that is served through the Bing Ads. The data goes back to the beginning of May when the newly renegotiated search deal took effect between Microsoft and Yahoo.
It is pretty clear from the blog post that Bing Ads is releasing the stats that will be updated weekly on the Bing Ads site, in an effort to revoke the rumors about the state of search ad delivery rates on Yahoo. They announced:
“We know how important it is for our customers to understand changes in Bing Ads volume to plan their search spend. As a result, we have developed the chart below, which contains recent data measuring the weekly Yahoo Bing Network (YBN) click volume being served through Bing Ads (in the U.S.) since May 1st. Bing Ads continues to deliver a consistent set of ad clicks, averaging 99% of YBN’s April baseline click volume across all devices.”
As per the old deal, Bing Ads delivered all the desktop search ads on Yahoo properties. Though Yahoo began making inroads into delivering its own mobile ads through the Yahoo Gemini last year. According to the new terms of the deal, now Yahoo can serve up to 49% of the desktop search traffic ads from its own Gemini system or the other partner like Google.
In the past Yahoo handled high-spend accounts for both the companies but today each company handles its own ad sales. The advertisers receiving different messages from the different sales team appears to be the motivation behind releasing this data.
The following chart that was released on released Thursday, represents volume of click share across all devices:
As of now it appears that the things are status quo. As Yahoo increase its own search ad delivery efforts, we should these numbers dipping but how rapidly and to what extent the shift in traffic mix will happen remains to be seen. Last year in Q4, RKG Merkle reported seeing Yahoo Gemini account for a greater share of the Bing and Yahoo mobile traffic among its clients. However other that very little outside data has been published on the click share till date.Bing Ads To Weekly Update Yahoo Click Volume Numbers!,