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Yahoo Serves Up To 9% More Google Shopping Ads Since Striking Deal

Mark Ballard tells marketers that since Yahoo struck the search deal with Google in October 2015, Merkle RKG has been seeing many more Google Shopping Ads, product listing ads (PLAs), in Yahoo search results. Merkle's data shows Yahoo began significantly increasing the use of PLAs as early as the end of March. The first spike occurred around March 18, writes Ballard. Partner share of desktop PLAs rose from about 4% to between 6% and 7%. On April 27, partner share rose sharply again to between 8% and 9%, he wrote.

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