Yahoo Cozies Up With Twitter

Yahoo on Wednesday will announce a global partnership with Twitter to integrate real-time search. As part of Yahoo's Open Strategy to make the Web more open, people will have the ability to update their Twitter status and share content from Yahoo in their Twitter stream.

The integration follows similar moves by Google and Microsoft Bing, as well as Yahoo's agreement with Facebook in December. The deal allows Facebook users to share content from Yahoo sites with friends, such as comments on Flickr and Yahoo News.

Integrating Facebook and Twitter into Yahoo's sites allows anyone with a Yahoo ID to post status updates to multiple social networks simultaneously. Being signed into the network also lets Yahoo serve up relevant content specific to each person as they travel across news, sports, finance and other properties.

And although Yahoo's announcement Wednesday does not mention how the content in the real-time Twitter tweets will influence paid search or display ads, advertising industry experts expect to see even more changes in ad-serving tactics based on consumer behavior and preference.

The real-time search integration becomes available immediately on Yahoo Search. Other parts of the deal between Yahoo and Twitter are expected to launch later this year, such as the ability to share updates with friends through Yahoo Updates. Other features that will have to wait include updates on Yahoo's media properties Yahoo Finance, Yahoo News, Yahoo Mail and Yahoo Sports.

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