Bing Ads Launches Yahoo Click Volume Numbers, To Be Updated Weekly


Bing Ads has released new data showing the weekly trending of Yahoo search ad click volume that’s served through Bing Ads. The numbers go back to the beginning of May when the newly renegotiated search deal between Microsoft and Yahoo took effect.

It seems clear from the blog post that Bing Ads is releasing the stats — which will be updated weekly here on the Bing Ads site — in an effort to quash rumors about the state of search ad delivery rates on Yahoo. From the announcement:

“Despite what you may have heard, Bing Ads continues today to deliver ad clicks against 99% of Yahoo PC traffic and nearly 90% of Mobile/Tablet traffic. As a result, Yahoo click volume served through Bing Ads remains stable, averaging 99% of Yahoo’s April baseline across all devices in the U.S. The 1% movement is normal and expected.”

Under the old deal, Bing Ads delivered all desktop search ads on Yahoo properties. Mobile was left up for grabs. Yahoo began making inroads into delivering it’s own mobile ads through Yahoo Gemini last year. Under the new terms of the deal, Yahoo can serve up to 49 percent of desktop search traffic ads from its own Gemini system or another partner (like Google).

Each company is also now handling its own ad sales, whereas in the past Yahoo handled high-spend accounts for both companies. Advertisers getting different messages from different sales team would appear to be the motivation for releasing this data.

The following chart, released Thursday, represents volume of click share across all devices:

yahoo click volume coming through bing ads

For now it appears things are status quo. As Yahoo ramps up its own search ad delivery efforts, we should see these numbers start dipping, but to what extent and how rapidly the shift in traffic mix will happen remains to be seen. In Q4 of last year, RKG Merkle reported seeing Yahoo Gemini account for a greater share of Bing and Yahoo mobile traffic among its clients, but other than that little outside data has been published on click share to date.

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